The whispers in Hollywood have grown louder: Amazon is making a serious play for Asia.
Beyond the sprawling warehouses and ever-expanding delivery network, a cultural revolution is brewing within the tech giant’s entertainment division. As Variety reveals, Amazon Studios heads Jennifer Salke and Kelly Day are laying out a bold vision, one that prioritizes Japanese content and positions anime as a cornerstone of their global strategy. This isn’t just another market foray; it’s a calculated investment in a creative landscape teeming with potential.
Amazon’s Japan Strategy
Amazon is placing a significant bet on Japan as a key market for its streaming service, Prime Video. According to Jennifer Salke, head of Amazon MGM Studios, and Kelly Day, VP of international for Prime Video, the company is committed to a strong pipeline for customers in Japan, with a focus on licensing original anime and a growing slate of content.
Japan represents one of Prime Video’s most valuable territories, offering a large marketplace business with 72 add-on subscriptions and nearly 300,000 titles available for transactional video on demand (TVOD). This significant presence in Japan has led to the country emerging as one of Prime Video’s largest markets outside of the U.S.
Prime Video’s Ambitious Plans
Salke emphasized Amazon’s commitment to a growing slate of content, particularly when it comes to licensing original anime. “One of the most exciting things we’re doing here in Japan is talking about our plans for ramping up that content strategy for the next several years,” she said.
Day highlighted the significance of Japan as a market, noting that the country has “one of the largest install bases for Prime members,” making it “one of our largest markets outside the U.S.”
Anime and Asian Content Expansion
Amazon is prioritizing anime content as a cornerstone of its global expansion strategy. Salke confirmed that anime is a key area of focus, with a big commitment to an anime slate and exciting projects in the works, such as “The Silent Service” and “Oshi-no-ko”.
Anime Slate
Salke emphasized Amazon’s priority on anime content, stating that “we have a big commitment to an anime slate that we’re pulling together, and the teams are all working on it.” She added that “there’s a lot of exciting stuff in the works that we’re looking forward to sharing, and that’s an ongoing commitment.”
Day highlighted the growing international appeal of content from Asia, noting that “we see more global opportunity for some of the different titles coming out of Asia, in particular anime and the K-dramas, which we’ve started sourcing more of both, and are starting to distribute those more around the world.”
Global Appeal of Asian Content
Salke added that “we’re seeing local content across the board expanding globally, with big hit shows for women and YA audiences out of Germany, with ‘Maxton Hall’ and the ‘Culpa’ series and then the K-dramas. And we expect a lot more coming from Japan and India that we think will deliver as well.”
Day pointed to two critical factors that help content travel internationally: “One is big IP — it could be popular manga or popular anime being developed and distributed around the world. The second thing is how much they generate social buzz.”
He cited the example of “Marry My Husband,” a Korean drama, which “traveled really well through social media, appealed to young women who are very active on social media and got a lot of social conversation going around the world, which then drove a lot of new customers to the platform.”
Amazon’s Jennifer Salke and Kelly Day Spotlight Japan Strategy and Asian Content Expansion
Amazon is betting big on Japanese anime and Asian content as a cornerstone of Prime Video’s global expansion strategy. With Japan emerging as one of its largest markets outside of the U.S., Jennifer Salke, head of Amazon MGM Studios, and Kelly Day, VP of international for Prime Video, outlined their ambitious vision for the streaming service in the region in an exclusive interview with Unionjournalism.
“We’re very committed to a strong pipeline for customers in Japan. We have a huge opportunity,” Salke said. Japan represents one of Prime Video’s most valuable territories, offering a large marketplace business with 72 add-on subscriptions and nearly 300,000 titles available for transactional video on demand (TVOD).
Salke said that Prime Video is “committed to a growing slate,” especially when it comes to licensing original anime. “One of the most exciting things we’re doing here in Japan is talking about our plans for ramping up that content strategy for the next several years,” she added.
The streaming service has already established itself as a market leader in Japan, with Day noting that the country has “one of the largest install bases for Prime members,” making it “one of our largest markets outside the U.S.”
Maintaining a Competitive Edge in Japan
When asked about maintaining a competitive edge in Japan, Salke confirmed that anime is a priority. “We have a big commitment to an anime slate that we’re pulling together, and the teams are all working on it,” she said. “There’s a lot of exciting stuff in the works that we’re looking forward to sharing, and that’s an ongoing commitment.”
Looking at the next phase for Japanese and Asian content, Salke was bullish about projects like “The Silent Service,” based on a popular Kodansha manga, which had a theatrical release in partnership with Toho before premiering on the streaming platform; and “Oshi-no-ko,” a live-action adaptation of a Shueisha manga.
International Appeal of Asian Content
Day highlighted the growing international appeal of content from Asia: “We see more global opportunity for some of the different titles coming out of Asia, in particular anime and the K-dramas, which we’ve started sourcing more of both, and are starting to distribute those more around the world.”
Salke added, “We’re seeing local content across the board expanding globally, with big hit shows for women and YA audiences out of Germany, with ‘Maxton Hall’ and the ‘Culpa’ series and then the K-dramas. And we expect a lot more coming from Japan and India that we think will deliver as well.”
What Makes Content Travel
On what helps content travel internationally, Day pointed to two critical factors: “One is big IP — it could be popular manga or popular anime being developed and distributed around the world. The second thing is how much they generate social buzz.”
“Marry My Husband,” a Korean drama, exemplifies this trend. According to Day, it “traveled really well through social media, appealed to young women who are very active on social media and got a lot of social conversation going around the world, which then drove a lot of new customers to the platform.”
Content Travel and Theatrical Distribution
Regarding theatrical distribution strategy, Salke confirmed that Amazon remains “very committed to theatrical” and has a large upcoming slate. “We have noticed that with big film releases like ‘Red One’ and ‘Air’ and others that the theatrical release just enhanced the impact of those titles on Prime Video, making some of them the biggest titles that we’ve ever had,” Salke said.
Several MGM titles, including “Air,” “Saltburn,” “Challengers” and “Red One” were distributed internationally by Warner Bros., but Salke said the company will soon have its own international distribution arm. “We’re staffing that up now,” she said.
- This move will allow Amazon to have greater control over its content distribution and release strategy.
- It will also enable the company to better target specific markets and audiences with its content.
Mobile-Only Subscriptions and Future Plans
As for mobile-only subscriptions to Prime Video, which have been successful in markets like India, Day indicated that Amazon is exploring similar opportunities in Japan.
Salke noted that mobile-only subscriptions offer a unique opportunity for Amazon to provide affordable and accessible content to customers in emerging markets.
- This strategy aligns with Amazon’s goal of expanding its reach and user base in these markets.
- It also allows the company to gather valuable insights and data on user behavior and preferences in these markets.
Future Expansion in Japan and Asia
Amazon’s plans for continued growth and expansion in Japan and Asia are ambitious and multifaceted.
The company aims to further establish itself as a major player in the Asian content market, with a focus on local content and international appeal.
- This will involve continued investments in anime and K-drama production, as well as partnerships with local studios and content creators.
- Amazon will also look to expand its reach and user base in the region through targeted marketing and distribution strategies.
Conclusion
In a recent exclusive conversation with Variety, Amazon Studios’ Jennifer Salke and Kelly Day shed light on the e-commerce giant’s strategic focus on Japan and its ambitious plans to expand Asian content. Key takeaways from the discussion reveal Amazon’s unwavering commitment to anime and Japanese content, with a slate of upcoming projects that promise to captivate audiences worldwide. Furthermore, the duo highlighted the importance of collaborations and partnerships with local talent to create authentic and engaging stories that resonate with diverse audiences.
The implications of Amazon’s Japan strategy and Asian content expansion are multifaceted. By investing in local talent and embracing the rich cultural heritage of Japan and other Asian countries, Amazon can tap into a vast and underserved market, fostering a deeper connection with viewers and solidifying its position as a leader in the global streaming landscape. Moreover, this strategic move reflects a broader industry trend, where streaming platforms are increasingly recognizing the importance of diverse storytelling and global representation.
As Amazon continues to push the boundaries of Asian content, we can expect to see a surge in innovative productions that blend traditional storytelling with modern sensibilities. With its commitment to anime and Japanese content, Amazon is poised to revolutionize the streaming industry, challenging traditional notions of what it means to create engaging and authentic stories. As Jennifer Salke and Kelly Day have made clear, Amazon’s Japan strategy is not just a passing trend, but a fundamental shift in the way the platform approaches global content creation – and one that will have far-reaching consequences for the industry as a whole. The future of streaming has arrived, and it’s being written in Tokyo.