Prime Video Targets Nordic Viewers With Diverse Originals

Prime Video is strategically expanding its original content production across the Nordic region, with a stated aim to cultivate a "more feminine point of view" alongside its established success in crime dramas. This initiative is spearheaded by Emilia Widstrand, Amazon MGM Studios Nordics originals chief, who highlighted the early success of the Danish original "Snake Killer," starring Pilou Asbæk, as a foundational milestone. The series, which premiered this year, exemplifies the platform's commitment to psychological thrillers and crime narratives, developed with "strong creators" to resonate with audiences.

Widstrand elaborated on the content strategy during a recent interview, emphasizing that while crime dramas like "Snake Killer" and "Murder In The Dark" have proven effective in attracting a predominantly male demographic, the platform is actively seeking to broaden its appeal. This involves commissioning and developing projects that offer a wider spectrum of stories and perspectives, specifically aiming to incorporate more content that reflects a "feminine point of view." This strategic pivot is intended to attract a more diverse viewership and deepen engagement across the Scandinavian markets, which include Denmark, Sweden, Norway, and Finland.

The expansion into Nordic originals is part of Amazon's broader global strategy to invest in local content, recognizing the significant potential of regional storytelling to capture both domestic and international audiences. Prime Video has seen considerable success with local productions in other territories, such as "The Lord of the Rings: The Rings of Power" which, while a global production, has benefited from local filming and talent. The company's investment in the Nordics signifies a commitment to nurturing local talent and production capabilities, aiming to create high-quality, culturally relevant content that stands out in a competitive streaming landscape. The focus on psychological thrillers and crime, as seen with "Snake Killer," indicates a data-driven approach, identifying genres that have historically performed well, while the new emphasis on diverse perspectives suggests an evolution in audience understanding and content curation.

Prime Video's approach in the Nordics is characterized by a dual strategy: leveraging existing genre strengths while proactively diversifying its slate. This involves not only acquiring rights to local films and series but also commissioning entirely new productions. The success of "Snake Killer" provides a blueprint for future projects, demonstrating the viability of local crime narratives. However, the explicit goal of introducing a "more feminine point of view" signals a conscious effort to move beyond a singular demographic focus and embrace a more inclusive storytelling model. This could involve exploring a wider range of genres and themes, such as romantic comedies, family dramas, or character-driven narratives that resonate with female audiences, thereby expanding Prime Video's footprint and influence within the Nordic entertainment market.