Amazon Prime Video Aims to Dominate Global Anime Market
During the "Prime Video Presents: International Originals" event in London on February 12, Gaurav Gandhi, Amazon Prime Video's vice president for APAC & ANZ, expressed his ambitious vision for the streaming service. Gandhi emphasized a strong desire for Prime Video to solidify its position as the go-to platform for anime content on a global scale. He highlighted the significant growth trajectory that anime as a genre is currently undergoing, touting it as a category experiencing explosive expansion.
One of the significant announcements from the presentation was Prime Video's intentions to stream a variety of top-tier anime content. This lineup includes beloved titles such as The Ghost in the Shell, Hokuto no Ken (Fist of the North Star), and the second season of From Old Country Bumpkin to Master Swordsman. By securing these high-profile titles, Prime Video is making a strong statement about its commitment to offering premium anime experiences to its global audience.
It's worth noting the evolution of Amazon's approach to anime streaming services. The company initially launched Anime Strike in January 2017 as its inaugural branded on-demand subscription service in the United States. This service, which featured over 1,000 anime episodes and films, required an additional subscription fee for Prime Video members. However, after a year of operation, Anime Strike was discontinued in January 2018, with its exclusive titles integrated into the Prime Video catalog.
Amazon's foray into innovative language localization technologies was also showcased through its AI-dubbing pilot program. By introducing English and Latin American Spanish dubs using AI technology, Prime Video continues to explore cutting-edge methods to enhance the accessibility and localization of anime content for a broader audience.
A notable development in Prime Video's anime streaming strategy was the implementation of "AI beta" dubs for select titles like Banana Fish, No Game, No Life Zero, Pet, and Journal of the Mysterious Creatures. While this approach initially generated intrigue on social media, the company eventually removed the AI-generated English and Latin American dubs for Banana Fish and No Game, No Life Zero. The Latin American Spanish dub for Vinland Saga also faced removal, marking a recalibration in Prime Video's language localization initiatives.
In the fast-evolving landscape of anime streaming platforms, Amazon Prime Video's strategic moves underscore its persistent efforts to establish itself as a global leader in providing premium anime content. By leveraging technological advancements and securing popular titles, Prime Video continues to shape the anime streaming experience for audiences worldwide.
Source: Deadline (Jesse Whittock)
