The digital streaming landscape is undergoing significant shifts, and Prime Video is positioning itself to adapt with an important leadership transition slated for early 2025. With Andrew Bennett stepping into the role of Vice President for Prime Video Europe and Global Business Development, the company is poised for a strategic overhaul in its approach, particularly in the European market.
From January 2025, Andrew Bennett will take over the reins from Barry Furlong, who has been at the helm for the past four years. This leadership change aligns with Amazon’s ongoing adaptation to the rapidly evolving dynamics of the entertainment industry. Furlong, a veteran of Amazon with over a decade of experience, has made noteworthy contributions to Prime Video’s growth in Europe, as well as more recently in the Middle East and Africa. However, his departure at the close of 2024 signals a commitment to refreshing the leadership team, a move that could implement new vision and strategies.
Bennett’s relocation from the U.S. to London for this role indicates the importance of the European market to Amazon’s broader corporate objectives. His extensive experience within Prime Video since 2012 will be instrumental in navigating this pivotal period. Armed with a multifaceted understanding of content acquisition, partnerships, and marketing, Bennett is expected to leverage his skill set to foster further growth in Europe. He brings a strong track record that includes pivotal successes, such as the launch of Prime Video Channels in 2015, to this new position.
In conjunction with Bennett’s promotion, the position of global head of distribution and partnerships has been assigned to Sandhya Iyer, who will report directly to him. This appointment underlines the importance of collaborative, dynamic partnerships for Prime Video as it ventures further into the competitive streaming arena. Iyer’s mandate will encompass business development, partner marketing, and overseeing the partner engineering team, making her role critical to fostering innovative alliances and ensuring Prime Video’s services remain at the forefront of technological advancements.
Iyer’s prior experiences and her ascent to this leadership role are indicative of value-driven promotions within the company—a trend that Prime Video is nurturing as it prepares for a future that disrupts existing norms in digital content distribution. The emphasis on partnerships highlights a strategic pivot towards creating a robust ecosystem around Prime Video that could enhance customer engagement while maximizing reach.
Earlier this year, Prime Video underwent a restructuring that resulted in layoffs affecting about 5% of its European workforce. This move stems from a larger reallocation of resources within Amazon and underscores the ongoing necessity for corporate agility in a fast-paced industry. While any layoffs bring about challenges, the restructured model also presents opportunities for consolidation and revitalization. The two new European units, “EU Established” and “EU Emerging,” led by Brigitte Ricou-Bellan and Ritchie Ordonez respectively, signal a commitment to establishing a more tailored approach to different regional markets.
By aligning senior leadership with geographical teams targeting distinct markets, Bennett and his team will have the ability to implement strategies that are not only innovative but also responsive to the unique demands of diverse audiences across Europe.
As Prime Video gears up for this leadership change, industry insiders will be watching closely to see how Bennett and his newly assembled team adapt to ongoing market challenges. The combination of seasoned leadership with fresh perspectives could create an impressive synergy, potentially propelling Prime Video ahead of competitors in the region.
With a history of success and a commitment to fostering dynamic partnerships, Bennett’s leadership is positioned to navigate Prime Video through the complexities of the European market. Should he build on the strong foundation left by Furlong while integrating new strategic initiatives, the future for Prime Video in Europe looks promising. Overall, this transition marks a critical juncture for Prime Video as it endeavors to solidify its position within the global streaming narrative.