In the following interview with ttvnews, Francisco Morales, Head of Content Strategy and Acquisitions, Prime Video Latin America, shares what content they want to add to their catalog in the international market.
In an industry as evolving as the entertainment industry, it is imperative to stay one step ahead of the latest trends and know what the international market demands regarding content.
To this end, ttvnews presents the Buyers: What are buyers looking for? Initiative to learn first-hand about the programming needs of buyers around the world.
This time, we spoke to Francisco Morales, Head of Content Strategy and Acquisitions, Prime Video Latin America:
What kind of content is your audience craving the most right now?
At Amazon, our strategy splits into two: global and local. On the local side, we’re looking at Spanish-language productions, but also content available in any language that makes sense for the region.
We’ve got a lineup of global shows and releases that’s really well put together, with big franchises and IPs that hit worldwide audiences. At the same time, we’ve got international productions coming out of places like Spain, the UK, and more.
From that global slate, we pick and choose what works best and what we need to round things out, so we can bring a rich, diverse offer to our key markets in Latin America: Argentina, Chile, Colombia, Mexico, and Brazil.
Which shows would you call out as the biggest wins for the company?
Betty la Fea has been a major Latin American launch. It’s killing it in Argentina, Chile, Mexico, and of course, absolutely crushing in Colombia. It’s one of the best examples of a local hit that travels across the region.
Other strong performers include Menem in Argentina, Mentiras in Mexico—which is based on an existing IP we adapted really well—and then we’ve got titles like Heads of State, The Pickup, and Culpa Nuestra. Together, they’ve made this year a really solid one for us.
When you hit up industry events, what kind of content, formats, or genres are you scouting for?
Audience-wise, we’re prioritizing content for young adults, especially women 18 to 24. We launched The Summer I Turned Pretty, and it was a total hit—resonated not just with Gen Z but also with other age groups.
We’re also hunting for content for women 35 and up, where a show like Betty la Fea fits perfectly—it was brought back with that audience in mind. Still, our top priority is four-quadrant content, stuff that connects with a massive, wide-reaching audience.
Where do you see the biggest growth potential for the company right now, and how does that play into your programming strategy?
Honestly, Latin America is where it’s at. As a region, when it comes to streaming, people are super engaged, consuming tons of content, and the audience is mature enough to experiment with all kinds of shows. And the market just keeps on growing. You can see the potential rising every single day.
There’s a huge opportunity across the region—in terms of both audiences and consumption habits. We’re lucky to have viewers who watch shows from all over the world, and that level of openness and maturity isn’t something you see everywhere.
Content-wise, I’m still a big fan of reviving known IPs and bringing them back to life. Betty la Fea was one example, next year we’ve got Zorro, and now we’re working on The House of the Spirits. We’re taking these iconic stories, reimagining them, and relaunching them for Latin America—and that honestly gets me really pumped.
