Amazon Prime Video Southeast Asia is undergoing a major restructuring, marking a significant shift in the company’s strategy in the region. The streaming giant is cutting its originals team in Singapore and transitioning to a leaner operating model. This move comes as part of a series of redundancies announced by Amazon earlier this week. The internal note from Prime Video’s Vice President, Gaurav Gandhi, confirms the streamer’s decision to decrease investments in South East Asia (SEA) and shift its focus to a leaner local operating model.
A Shift in Strategy
In the wake of this restructuring, Amazon Prime Video Southeast Asia will no longer be investing in local original content. Instead, the platform will focus on licensing local and pan-regional content, particularly from South Korea, the Japanese anime market, and India. This shift in strategy means an exit from the local originals game and a major reduction in headcount at the Singapore office. Almost all staff from the originals team will be exiting the company as a result.
While the local originals game will no longer be a focus for Prime Video in Southeast Asia, this does not mean that all content from the region will be affected. Current programs and films set to launch in 2022 and beyond, as well as those in production, will continue as planned. The focus will now be on licensing content from the region, alongside the existing U.S. offering. Approximately 25 employees will remain in Singapore to work on Prime Video across the Southeast Asia region.
David Simonsen, Director of Prime Video in Southeast Asia, will continue to lead the scaled-back Singapore team. He will now be working even more closely with centralized business teams to navigate this transition. When Simonsen joined Prime Video in September 2022, he was tasked with overseeing business and marketing activities in the region, with a specific focus on Indonesia, Thailand, and the Philippines.
Strategic Outlook
Gaurav Gandhi, in his note, emphasized that this shift in strategy does not mean a change in investment focus for other APAC territories such as Japan and India. The decision to decrease investments in SEA is a specific move to prioritize and allocate resources where there is the most growth potential for the service. This strategic realignment aims to attract new customers in the region while ensuring the long-term success of Prime Video.
Impact on Employees
The restructuring of Amazon Prime Video Southeast Asia has unfortunately resulted in the elimination of several roles within the SEA team. This news has undoubtedly been difficult for those affected. Amazon has provided support resources such as HR and the Employee Assistance Program (EAP) to assist employees during this challenging time. Despite the necessary changes, Gaurav Gandhi remains optimistic about the future of Prime Video and Amazon MGM Studios, reaffirming the companies’ commitment to making Prime Video the first-choice entertainment destination worldwide.
The transformation of Amazon Prime Video Southeast Asia reflects the ever-evolving nature of the streaming industry. With a shift towards a leaner operating model and a focus on licensing content rather than investing in local originals, the platform aims to adapt to the changing demands and preferences of its customers. While this strategic realignment may bring some short-term challenges, the long-term vision of making Prime Video the go-to entertainment destination remains a priority. As Amazon continues to evolve and grow its streaming service, it is essential to navigate these changes to ensure the continued success of Prime Video in Southeast Asia.
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