Prime's 'Original' Creator
Aparna Purohit,Head of India Originals, Amazon Prime Video
When the pandemic brought shoots to a halt, Aparna Purohit decided to use the time to look for new stories. "We managed to reach out to the creative community, look at several news stories and work on building a robust development pipeline," she says. The company now has 70 projects in development. "Amidst such times, we managed to put out a steady stream of content — 11 originals," she says. The pandemic has been an interesting time for OTTs. Digital subscriptions grew as people were hunkered down at home. Amazon now has 200 million Prime members worldwide; India is its fastest growing market. Viewing on Prime Video has tripled in the last two years. According to Media Partners Asia, Amazon will have 19.5 million subscribers and Netflix 5.5 million subscribers by the end of 2021. The OTT platform, which has programming in nine local languages, says 50% of the viewers for language content are from outside their home states.