On this episode of Inside Content, I’m joined by Andreas Hjertø, Regional Manager at Prime Video Nordics, for a deep dive into the evolving landscape of streaming across one of the world’s most mature digital entertainment markets.
Andreas shares how Prime Video is navigating the unique dynamics of the Nordic region—a market defined by its high expectations, deep digital engagement, and appetite for both global hits and regionally relevant content. From local originals to live sports, the platform is building a flexible, future-facing strategy that speaks directly to Nordic audiences.
“In the Nordics, consumers have very high expectations. They’re very tech-savvy, price-sensitive, and also highly quality-conscious. So we really need to be on point with every part of the experience.” – Andreas Hjertø
A major theme throughout our conversation is Prime Video’s ambition to build strong local connections while maintaining global scale. Andreas highlights the growing role of creators and influencers in shaping content strategies, particularly when it comes to engaging younger audiences. These partnerships are proving to be an important way to consistently deliver culturally resonant content.
Prime Video is also making strategic moves into live sports—leveraging the format’s predictable performance for both user acquisition and retention. As Andreas explains, sports content delivers both immediacy and loyalty, offering a compelling complement to their on-demand catalogue.
“We want to be where the customer is—and serve the min the way they want to be served. Whether that’s via a bundled service, an à la carte subscription, or something else entirely.”
Another key focus for Prime Video Nordics is innovation in production and deal-making. Andreas touches on the variety of models they’re experimenting with—from windowing and exclusivity terms to broader content sharing—and how this experimentation supports a vibrant Nordic creative economy.
He emphasises that the company is actively working on multiple projects with diverse structures and partners, always looking for ways to collaborate and expand. Supporting the creative community in the region remains a core priority, with a continued push to bring local stories to life in new and impactful ways.
Finally, we look ahead to broader industry trends. Andreas and I explore what the next 18–24 months might look like, including the role of data in personalisation, the continued convergence of content formats, and how relationships between audiences and platforms are shifting across Europe.
Topics Discussed:
● Introduction to Andreas Hjertø and Prime Video Nordics: Overview of Andreas’s role, his background, and regional focus.
● Nordic Market Dynamics: Consumer expectations, behaviours, and how Prime Video is meeting them.
● Role of Creators and Influencers: A core strategy to connect with younger audiences and build cultural relevance.
● Investment in Local Originals: Commitment to regionally produced content and creative talent.
● Sports as a Strategic Asset: How live sports aid in customer acquisition and retention.
● Innovative Deal Structures: Flexibility in rights, windows, and exclusivities to adapt to different project needs.
● Content Personalisation: Leveraging Amazon’s tech to deliver a tailored viewing experience.
● Ecosystem Strategy: Positioning Prime Video as both global and deeply local.
● Future Outlook: Evolving industry models, audience relationships, and regional opportunities.
.jpg)
.svg)
