Kelly Day, Prime Video: “Great stories travel beyond borders”

The platform’s International VP gave a talk at Natpe Global to share details about the group’s content strategy, its most recent successes and the importance of providing a good user experience.

*By Luis Cabrera, from Miami, USA

One of the stars of the second day of Natpe Global was Kelly Day, Prime Video’s International VP, who gave a talk to reveal details about how she is redefining the future of streaming and what is needed to lead in the changing world of media.

The executive began by talking about the importance of content, and choosing the right one for each market and audience. “The first thing to think about is whether the content works for the local audience you are trying to reach. If it is a great story, it will surely find its audience beyond borders,” she explained.

The executive highlighted among their productions in this area the success of Culpa tuya and Culpa mía, the first two installments of the Culpables trilogy. Culpa tuya, which premiered last December, quickly became the most-watched International Original of all time since its launch, leading the list of the 10 most-watched non-English-language International Originals of 2024, which traveled outside of their home country.

In addition, Day highlighted content for young adults, one that the group continues to focus on. “YA content works very well, it travels very well, because young women share a lot of what they like on social media.”

“Our goal is to provide the best possible selection of content to the user. We have hundreds of partners around the world and we support their work as if it were our own,” explained the executive. “Amazon is the most customer-focused company of all those I have worked for.”

In this selection of content, another key genre is sports, Day highlighted: “In the idea of what is the optimal mix of content or programming, sports, the top-tier ones, are irreplaceable. They generate enormous engagement and unmatched fanaticism.”

“We have the NFL, we’re going to launch the NBA in some territories, boxing, UCL… we’re investing more and more, not by moving budgets from one side to the other, but by increasing our investment as part of the dynamic of having the best selection for our users,” she explained.

Part of the budget for that investment came thanks to the launch of its ad-supported tier in multiple territories last year. “In 2024 we launched our AVOD tier in 10 countries and we have six more on the way this year, including Brazil. And it’s been going very well for us. The more our user base grows and we can monetize that base, the more we can invest in content.”

“We work very closely with the retail team on many levels, on shows like Fallout or Rings of Power, to show products that are related. It’s still early in that advertising path on Prime Video but there are many exciting opportunities,” she concluded.