In a significant move that illustrates the evolving landscape of streaming services, Prime Video has announced the appointment of Andrew Bennett as the new head of operations for its European teams, effective January 2025. This development coincides with Barry Furlong’s planned exit at the end of the current year, following an impressive tenure of over a decade with Amazon. Furlong has steered the platform through various challenges, notably expanding Prime Video’s reach across Europe, the Middle East, and Africa.
Bennett’s rise within Amazon is noteworthy, having begun his journey with the company in 2012 during a transformative period that saw the acquisition and rebranding of LoveFilm into what we now know as Amazon Instant Video On Demand. This familiarity with Amazon’s evolution positions him well for his new role.
As Bennett steps into the position of Vice President of Prime Video Europe and Global Business Development, he carries with him a wealth of experience that spans over 12 years within the platform. His background encompasses diverse sectors, including content acquisition, partnership management, marketing, and technology development. An essential part of his new responsibilities will involve overseeing business development pertaining to third-party streaming devices, a critical aspect in today’s competitive environment where cross-platform access is key to user retention and satisfaction.
Relocating from the U.S. to London, Bennett will join the strategic hub of Europe’s media landscape. His leadership will be pivotal in navigating the complex interplay between regional content demands and technological integration. His prior achievements, including the launch of Prime Video Channels in 2015, hint at a proactive approach that prioritizes innovation and adaptability.
Sandhya Iyer’s New Role
The leadership reshuffle also sees Sandhya Iyer elevated to Global Head of Distribution and Partnerships for Prime Video. Iyer’s promotion signals a recognition of how integral her role is in defining partner dynamics and marketing strategies on a global scale. Reporting directly to Bennett, she will spearhead efforts in business development and partner marketing, ensuring that Prime Video’s collaborations are as robust and influential as possible.
This strategic move demonstrates a commitment to reinforcing the importance of partnerships in an ever-crowded marketplace, where differentiation can often hinge on exclusive content deals and technological advancement.
Furlong’s impending departure marks the end of a notable chapter in Prime Video’s European operations. Under his guidance, the platform expanded significantly, adapting to the rapidly shifting dynamics of viewer preferences and content consumption. His contributions over the past four years have reportedly driven considerable growth in the region, underscoring the importance of adaptive leadership in the tech industry.
While Furlong has faced his share of challenges, including staff reductions tied to Amazon’s broader restructuring efforts, his further commitment to supporting the teams through this transition period reflects a deep-seated dedication to the organization’s mission and his colleagues.
Context of Organizational Changes
The recent management shifts at Prime Video occur against a backdrop of broader corporate restructuring initiatives within Amazon, which have included layoffs that impacted approximately 5% of the Prime Video Europe staff. This move illustrates the ongoing pressures that streaming services face as they strive for profitability while fending off competition.
In response to these challenges, resources have been redirected toward two European groups—EU Established and EU Emerging. Bennett’s oversight of both teams will be vital in revitalizing Prime Video’s strategy across established and emerging markets, potentially creating a more tailored approach that addresses regional needs.
As Prime Video transitions to a new leadership structure, the emphasis will undoubtedly be on innovation, partnership growth, and strategic market engagement. Bennett and Iyer’s collective expertise promise a vigorous approach to enhancing Prime Video’s footprint in Europe and nurturing relationships that drive business success. With the streaming landscape becoming increasingly competitive, the choices made in this leadership transition could well set the course for Prime Video’s fortunes in the coming decade. Stakeholders will be watching closely as this new chapter unfolds, signifying a culmination of experience, vision, and ambition within one of the world’s leading content platforms.