Amazon Prime Video is poised to enter a new chapter with Andrew Bennett’s appointment as the new Vice President overseeing its European operations, effective January 2025. This leadership change comes as Barry Furlong, the current VP for Prime Video EMEA, prepares to step down after a significant tenure. Furlong’s departure marks the end of an era; he has been a pivotal figure in expanding the service in Europe and recently took on additional responsibilities in the Middle Eastern and African markets.
Bennett’s extensive experience with Amazon, spanning over 11 years, uniquely positions him to take on this critical role. Since 2012, he has been integral to Amazon’s video services, contributing to various aspects such as content acquisition, partnerships, and product marketing. His relocation to London signifies a strategic move to enhance collaboration within Prime Video’s European teams. With his track record of innovation, including the launch of Prime Video Channels in 2015, Bennett is expected to navigate the complexities of the European streaming landscape adeptly.
Bennett’s journey with Amazon began shortly after the acquisition of LoveFilm, a significant step that set the stage for what would later become Prime Video. His early focus on securing streaming deals and leading content acquisition demonstrates his foundational influence on the platform’s growth trajectory. In his new position, he will oversee not only the European operations but also business development related to third-party devices, highlighting a holistic approach to driving growth in the competitive streaming market.
The reshuffling in leadership also brings about the elevation of Sandhya Iyer to the role of Global Head of Distribution and Partnerships for Prime Video. This new position emphasizes the importance of strategic partnerships and distribution channels in the company’s broader vision. Reporting directly to Bennett, Iyer will focus on enhancing partner marketing and engineering efforts globally.
Iyer’s promotion underscores her significant contributions to Prime Video and reflects Amazon’s commitment to nurturing talent from within. The integration of her expertise with Bennett’s leadership is anticipated to yield improved efficiencies and broaden the service’s reach in international markets.
As Bennett and Iyer prepare to take charge, Barry Furlong leaves behind a legacy of substantial growth for Prime Video across Europe. For four years, Furlong’s leadership facilitated Prime Video’s expansion into new regional markets, adapting to the diverse needs of European consumers. The challenges posed by changes in the streaming landscape required deft navigation, and Furlong’s departure signals a recognition of his steadfast commitment and contributions.
In a recent communication to staff, Kelly Day, VP of Prime Video International, expressed gratitude for Furlong’s leadership and the growth metrics achieved under his watch. Nevertheless, the transition signifies that Prime Video is poised to lean into new strategies and explore further innovations to maintain its competitive edge.
Bennett’s ascent occurs during a time of restructuring within Amazon, which saw about 5% of Prime Video Europe’s staff affected by layoffs. This realignment aligns with broader corporate strategies that emphasize the need for agility and operational efficiency. The redirection of resources toward specialized European groups indicates a tailored approach to market demands, balancing established markets with emerging ones.
Additionally, the leadership under Bennett will also include a diverse array of seasoned professionals, such as Marie Thomas and Julian Monaghan, who will contribute their expertise to the new structure. Their combined experience enhances the operational capability of the team as they face the challenges and opportunities present in the streaming industry.
As Prime Video transitions to new leadership, the appointment of Andrew Bennett may herald an era of strategic innovation and proactive growth. His robust background in content acquisition and partnerships, coupled with Sandhya Iyer’s leadership in distribution, provides a fresh perspective on market engagement.
The streaming industry is in a continuous state of flux, demanding that leaders adapt to emerging trends and consumer preferences. Bennett’s task will not only be about maintaining momentum in the competitive landscape but also about leveraging the combined strengths of his team to capitalize on new opportunities in Europe and beyond. As Bennett prepares to step into this challenges-laden yet exciting role, the focus will undoubtedly be on navigating and shaping the future of Prime Video against a backdrop of evolving viewer expectations.