The recent wave of redundancies announced by Amazon Prime Video has had a significant impact on the Southeast Asia (SEA) region. An internal note from Gaurav Gandhi, Vice President of Prime Video, Asia Pacific, reveals that the company is adopting a “leaner operating model” and reducing investments in SEA. As a result, the local originals team in Singapore will be dissolved, leading to a major reduction in headcount. While programs and films already in production or set to launch for this year and 2025 will continue as planned, there will be no new originals in the region. Instead, Prime Video Southeast Asia will focus on licensing local and pan-regional content, particularly from South Korea, the Japanese anime market, and India. This strategic shift marks a departure from the expansion plans previously outlined by Gandhi at the APOS conference last year.
The Singapore office will bear the brunt of these changes, with almost all staff from the local originals team set to exit. 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 and work closely with centralized business teams. Simonsen, who joined Prime Video in September 2022, was initially responsible for business and marketing activities in the region, focusing on Indonesia, Thailand, and the Philippines. Despite the restructuring, Gandi confirms that there will be no change in investment focus in other APAC territories, including Japan and India.
This recent reshuffling in Southeast Asia represents a significant strategic shift for Amazon Prime Video. Just last year, Gaurav Gandhi announced intentions to expand the local-language content slate for Prime Video Southeast Asia. The Singapore office, although at an earlier stage of development compared to other APAC territories, was expected to play a vital role in building out the Southeast Asian market. However, the new leaner operating model indicates a reversal of those plans. Prime Video Southeast Asia will now rely heavily on licensing content from South Korea, the Japanese anime market, and India, in addition to its existing U.S. offering.
Despite the overall strategic shift, Aparna Purohit, the boss of Indian originals for Amazon Prime Video, will remain in her position. India continues to be a major focus for Amazon, and Purohit’s continued involvement underscores this commitment. Additionally, Darin Darakananda, the Thai originals chief, is also unaffected by the redundancies.
The decision to decrease investments in Southeast Asia and move to a leaner operating model reflects Amazon’s ongoing effort to prioritize investments that align with customer preferences and long-term business success. While some roles within the SEA team have been eliminated, Prime Video remains optimistic about its long-term future, particularly with the recent acquisition of MGM Studios. The company’s overall vision is to establish Prime Video as the preferred entertainment destination for customers worldwide.
Amazon Prime Video’s restructuring efforts in Southeast Asia signify a significant shift in strategy. By discontinuing the local originals game in Singapore and adopting a leaner operating model, the company aims to optimize its investments and focus on licensing content from key markets such as South Korea, Japan, and India. While these changes may be challenging for the affected employees, Prime Video remains committed to its long-term vision and appreciates the dedication of its staff.