Prime Video has been available in Southeast Asia since 2016, but until now it had never featured original content offerings, nor did it feature the local-language interfaces and subtitling that are typical in more developed markets. “Our support of local production companies in Southeast Asia is a significant step toward our broader international expansion plans and our ambition to become the most local of global streaming services.” “We’re delighted to be increasing our investment in Prime Video for customers in Southeast Asia, making it a truly localized experience - from local content specifically sourced for our customers to a localized user experience and the first full-scale local marketing campaign,” Josh McIvor, director of International Expansion, Prime Video, said in an official statement.

The company is attempting to boost its subscriber base in the three markets by increasing its investment in local production, releasing original slates for each territory and giving customers special offers like seven-day free trials and discounts. Amazon Prime Video today launched localized versions of its streaming service in Southeast Asia’s biggest markets - Indonesia, Thailand and The Philippines.

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