The Rise of Prime Video in the Nordics
Amazon’s Prime Video has been among the fastest growing streaming platforms in the Nordics in the last couple of years. The main driver behind this success in the region has been the diverse content strategy which combines global film and series hits with locally produced originals and exclusive sports content and live matches from the Premier League.
Andreas Hjertø has been instrumental in building the strong offer of the streamer as Head of Content for the last three and a half years, and in January 2025 he was promoted to Regional Manager, Nordics with the ambition to further accelerate the growth of Prime Video in the markets of Denmark, Finland, Norway and Sweden.
In this exclusive interview, Georgi R. Chakarov and Andreas focus the building blocks of the success of the platform and the next steps in the content and development strategy in 2025 and beyond.
Andreas Hjertø has been instrumental in building the strong offer of the streamer as Head of Content for the last three and a half years, and in January 2025 he was promoted to Regional Manager, Nordics with the ambition to further accelerate the growth of Prime Video in the markets of Denmark, Finland, Norway and Sweden.
In this exclusive interview, Georgi R. Chakarov and Andreas focus the building blocks of the success of the platform and the next steps in the content and development strategy in 2025 and beyond.
Girls of Oslo
Andreas, as the new Regional Manager for Prime Video Nordics, what are your main tasks and responsibilities within the company?
As the Regional Manager for Prime Video Nordics, my main responsibilities are to oversee the content strategy and investments across the Nordic countries. This involves closely collaborating with our teams to curate a compelling mix of global and locally produced programming that resonates with consumers in Norway, Sweden, Denmark, and Finland.
You’ve been with Prime Video for over three years now. What were the main highlights for the streamer during this period and in 2024 in particular?
In the three years since I joined Prime Video, we’ve seen tremendous growth in the Nordics, fueled by strategic investments in both our global tentpole content as well as an expanding slate of original Nordic programming. The key highlights include the breakout success of our scripted series like Blindspot, Those Who Kill, Furia and STHLM Blackout, the rollout of the LOL: Last One Laughing comedy format across multiple Nordic countries, our major unscripted reality productions like Ingebrigtsen: Born to Run, Girls of Oslo and Amalie, as well as the addition of live English Premier League which has driven increased engagement in Denmark and Sweden.
What is your content strategy for the Nordic region and what do you have in the pipeline for 2025?
Looking ahead to 2025, our content strategy for the Nordics remains focused on striking the right balance. We will continue to leverage Prime Video’s premium global franchises and original series, while also significantly increasing our investments in locally produced scripted dramas, unscripted formats featuring Nordic talent, and exclusive film deals.
What type of content is in demand currently in the region besides the ever-popular live sports events? Have you observed changes in viewers’ taste in recent years?
Nordic audiences have demonstrated a strong appetite for content that taps into their distinct cultural sensibilities - whether that’s gripping crime thrillers or comedies that capture the regional humor. In addition to the must-see international titles, you can expect to see us deliver an even more robust slate of local programming tailored to resonate with consumers in each individual market.
Even though the Nordic region is perceived as one “whole”, the individual markets are quite different in every aspect. Does this also mean that you have a different approach to Denmark when compared to Sweden and Norway, for example?
Across the region, we’re finding that certain genres and formats are particularly resonant. For example, unscripted shows featuring popular Nordic personalities have proven to be highly effective drivers of new subscriber. However, we are observing some nuanced differences, such as Danish films being especially popular with Danish viewers, while Sweden tends to gravitate more towards US movies, and the darker, atmospheric thrillers resonating better in Finland. Our approach is to focus on strong IP, relevant narratives, and top-tier talent to deliver content that appeals to each individual market.
Another interesting observation is how the media landscape differs and that critics have very different preferences across the region – A series or movie can get negative reviews in one country and rave reviews in another.
We have clearly observed a slowdown in terms of content coming out from the region. How do you explain this?
The Nordic streaming landscape remains highly competitive, with global and local players all vying for audience attention. But our multi-pronged strategy - combining must-watch content, innovative marketing, and the unmatched benefits of the Prime membership - is designed to solidify Prime Video’s position as the go-to entertainment destination in these crucial countries.
Is Prime Video planning to increase its investments in original Nordic content?
We cannot speak to details around budgets etc., but over the past few years, our local Nordic originals have been an important driver of growth and customer engagement in the region. Going forward, we have no plan to stop the investments we are doing. On a general level, we’ll also be exploring innovative financing models, co-productions, and partnerships to help manage costs and risks, while still delivering the caliber of local content that resonates with Nordic audiences. Our goal is to complement our strong global slate with a robust and diverse offering of Nordic-specific originals that solidify Prime Video’s position as the premier entertainment destination in the region.
What is your relationship with the local producers and how do you cooperate to develop new concepts for Prime Video?
We have built very collaborative relationships with the local production community across the Nordics. They are essential partners in helping us identify and develop compelling new concepts that will resonate with local audiences. Our approach involves a tight integration between our local content teams and the studios. We are assessing factors like target audience, genre, talent, and IP. From there, we work closely with producers to refine the creative vision and optimize the production model to deliver efficiently.
Ultimately, it’s a collaborative effort to identify the right ideas, talent, and execution approach that will resonate with local customers. We see the local producers as true creative partners, and we’re committed to fostering those relationships to keep expanding our slate of differentiated, locally relevant content.
How important are partnerships with other streaming services for Prime Video?
Partnerships with other streaming services have become increasingly important for Prime Video in the Nordics. On the distribution side, we’ve found success in our partnerships with services like SkyShowtime and HBO Max as a channels proposition. This together with TVOD makes our platform a true one-stop-shop for entertainment, driving increased customer acquisition and retention.
One walking around Stockholm clearly gets the impression of streaming wars in marketing. What is your approach to get the upper hand in this crucial battle for the attention of the user?
We have always said that it is a streaming party and not a streaming war, as we want the industry to flourish and Nordic viewers to get a wide selection of content to watch. But you are absolutely right, the Nordic streaming landscape is incredibly competitive. It’s certainly a battle for mindshare that we take seriously.
Our approach centers around delivering a truly differentiated content offering that speaks directly to local tastes and preferences. By doubling down on both our global tentpole franchises as well as a robust slate of locally produced originals and sports we’re creating a uniquely compelling value proposition for Nordic customers. At the end of the day, we know we’re fighting for every customer. But we’re confident that our multifaceted strategy - combining must-see content, strategic partnerships, and the unique assets of the Prime Membership we have in Sweden - will allow us to increase our customer base in the region.
As the Regional Manager for Prime Video Nordics, my main responsibilities are to oversee the content strategy and investments across the Nordic countries. This involves closely collaborating with our teams to curate a compelling mix of global and locally produced programming that resonates with consumers in Norway, Sweden, Denmark, and Finland.
You’ve been with Prime Video for over three years now. What were the main highlights for the streamer during this period and in 2024 in particular?
In the three years since I joined Prime Video, we’ve seen tremendous growth in the Nordics, fueled by strategic investments in both our global tentpole content as well as an expanding slate of original Nordic programming. The key highlights include the breakout success of our scripted series like Blindspot, Those Who Kill, Furia and STHLM Blackout, the rollout of the LOL: Last One Laughing comedy format across multiple Nordic countries, our major unscripted reality productions like Ingebrigtsen: Born to Run, Girls of Oslo and Amalie, as well as the addition of live English Premier League which has driven increased engagement in Denmark and Sweden.
What is your content strategy for the Nordic region and what do you have in the pipeline for 2025?
Looking ahead to 2025, our content strategy for the Nordics remains focused on striking the right balance. We will continue to leverage Prime Video’s premium global franchises and original series, while also significantly increasing our investments in locally produced scripted dramas, unscripted formats featuring Nordic talent, and exclusive film deals.
Ingebrigtsen: Born to Run
What type of content is in demand currently in the region besides the ever-popular live sports events? Have you observed changes in viewers’ taste in recent years?
Nordic audiences have demonstrated a strong appetite for content that taps into their distinct cultural sensibilities - whether that’s gripping crime thrillers or comedies that capture the regional humor. In addition to the must-see international titles, you can expect to see us deliver an even more robust slate of local programming tailored to resonate with consumers in each individual market.
Even though the Nordic region is perceived as one “whole”, the individual markets are quite different in every aspect. Does this also mean that you have a different approach to Denmark when compared to Sweden and Norway, for example?
Across the region, we’re finding that certain genres and formats are particularly resonant. For example, unscripted shows featuring popular Nordic personalities have proven to be highly effective drivers of new subscriber. However, we are observing some nuanced differences, such as Danish films being especially popular with Danish viewers, while Sweden tends to gravitate more towards US movies, and the darker, atmospheric thrillers resonating better in Finland. Our approach is to focus on strong IP, relevant narratives, and top-tier talent to deliver content that appeals to each individual market.
Another interesting observation is how the media landscape differs and that critics have very different preferences across the region – A series or movie can get negative reviews in one country and rave reviews in another.
We have clearly observed a slowdown in terms of content coming out from the region. How do you explain this?
The Nordic streaming landscape remains highly competitive, with global and local players all vying for audience attention. But our multi-pronged strategy - combining must-watch content, innovative marketing, and the unmatched benefits of the Prime membership - is designed to solidify Prime Video’s position as the go-to entertainment destination in these crucial countries.
STHLM Blackout
Is Prime Video planning to increase its investments in original Nordic content?
We cannot speak to details around budgets etc., but over the past few years, our local Nordic originals have been an important driver of growth and customer engagement in the region. Going forward, we have no plan to stop the investments we are doing. On a general level, we’ll also be exploring innovative financing models, co-productions, and partnerships to help manage costs and risks, while still delivering the caliber of local content that resonates with Nordic audiences. Our goal is to complement our strong global slate with a robust and diverse offering of Nordic-specific originals that solidify Prime Video’s position as the premier entertainment destination in the region.
What is your relationship with the local producers and how do you cooperate to develop new concepts for Prime Video?
We have built very collaborative relationships with the local production community across the Nordics. They are essential partners in helping us identify and develop compelling new concepts that will resonate with local audiences. Our approach involves a tight integration between our local content teams and the studios. We are assessing factors like target audience, genre, talent, and IP. From there, we work closely with producers to refine the creative vision and optimize the production model to deliver efficiently.
Ultimately, it’s a collaborative effort to identify the right ideas, talent, and execution approach that will resonate with local customers. We see the local producers as true creative partners, and we’re committed to fostering those relationships to keep expanding our slate of differentiated, locally relevant content.
How important are partnerships with other streaming services for Prime Video?
Partnerships with other streaming services have become increasingly important for Prime Video in the Nordics. On the distribution side, we’ve found success in our partnerships with services like SkyShowtime and HBO Max as a channels proposition. This together with TVOD makes our platform a true one-stop-shop for entertainment, driving increased customer acquisition and retention.
LOL: Last One Laughing
One walking around Stockholm clearly gets the impression of streaming wars in marketing. What is your approach to get the upper hand in this crucial battle for the attention of the user?
We have always said that it is a streaming party and not a streaming war, as we want the industry to flourish and Nordic viewers to get a wide selection of content to watch. But you are absolutely right, the Nordic streaming landscape is incredibly competitive. It’s certainly a battle for mindshare that we take seriously.
Our approach centers around delivering a truly differentiated content offering that speaks directly to local tastes and preferences. By doubling down on both our global tentpole franchises as well as a robust slate of locally produced originals and sports we’re creating a uniquely compelling value proposition for Nordic customers. At the end of the day, we know we’re fighting for every customer. But we’re confident that our multifaceted strategy - combining must-see content, strategic partnerships, and the unique assets of the Prime Membership we have in Sweden - will allow us to increase our customer base in the region.
