In a significant shift within its European leadership, Prime Video has announced the appointment of Andrew Bennett as the new head of its operations in Europe, effective January 2025. His predecessor, Barry Furlong, who has been at the helm of Prime Video in EMEA (Europe, the Middle East, and Africa) for the past four years, will step down at the end of this year after 11 years with Amazon. This transition highlights both the dynamic nature of leadership roles within tech giants and the strategic decisions that shape the future of streaming platforms.
Bennett, a veteran of Amazon since 2012, brings a wealth of experience to this newly expanded role as Vice President of Prime Video Europe & Global Business Development. His task will be multifaceted, encompassing not just leadership of the European teams but also driving business development relating to third-party devices. Moving from the U.S. to London, he will be positioned to oversee and influence the direction of Prime Video’s strategy in a crucial market as streaming services continue to evolve.
Furlong’s departure marks the conclusion of an era characterized by substantial growth and expansion for Prime Video in Europe. He has orchestrated significant developments, including the addition of the Middle East and Africa to his portfolio last year. Under his guidance, Prime Video has strengthened its foothold in the competitive landscape of streaming services, making strides in subscriber growth and content acquisition. His contributions are noteworthy; however, change often brings new opportunities for innovation and adaptation.
In an internal communication, Kelly Day, the Prime Video International VP, expressed gratitude for Furlong’s leadership and contributions. The acknowledgment of Furlong’s efforts underscores the unique challenges leaders face in the ever-evolving media industry, especially in a regional setting that demands a nuanced understanding of diverse markets.
As Bennett steps into his new role, he will not be alone in navigating the complexities of Prime Video’s European strategy. Sandhya Iyer, previously involved in various capacities within Prime Video, has been promoted to Global Head of Distribution and Partnerships. This elevation signifies a commitment to enhancing business development while aligning partner marketing and engineering initiatives with Bennett’s vision. The collaboration between Bennett and Iyer is poised to create synergies that could further strengthen Prime Video’s market position.
The structural hierarchy following this leadership transition will see Iyer reporting directly to Bennett, suggesting a strategic alignment designed to bolster Prime Video’s outreach and effectiveness in the competitive streaming space. The combined experience of both leaders, along with their respective teams, aims to drive forward Prime Video’s ambitions in a rapidly changing marketplace.
This leadership change coincides with broader trends affecting the streaming industry, including recent layoffs affecting about 5% of Prime Video Europe’s workforce as part of a company-wide restructuring. Such changes reflect a necessary recalibration of resources in response to market demands and financial pressures, emphasizing the continual need for innovation and adaptability in tech-driven sectors.
Moreover, the operational focus has been shifted toward two distinct European groups, EU Established and EU Emerging, led by Brigitte Ricou-Bellan and Ritchie Ordonez, respectively. This restructuring points to an increasing division of focus within the European market—an essential move that acknowledges the different needs and opportunities present in established markets compared to emerging ones.
Andrew Bennett’s extensive tenure at Amazon began shortly after the acquisition of LoveFilm, which later transformed into Amazon Instant Video On Demand. His hands-on experience during the service’s formative years, from securing content deals to launching pivotal features like Prime Video Channels, speaks volumes about his industry knowledge and strategic prowess. Additionally, his previous accolades, including four Emmys from his work with HBO and the NBA, paint a picture of a leader well-equipped to handle the creative and technical challenges ahead.
As Prime Video embarks on a new chapter with Andrew Bennett at the helm of European operations, the potential for innovation in content delivery, partnerships, and market growth is significant. The leadership changes reflect not just a shift in personnel but a broader strategic vision poised to navigate the complexities of the global streaming environment—an exciting development for both the company and its growing audience.