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As the content streaming landscape continues to evolve and expand, it’s becoming increasingly important to stand out. 

I spoke with Head of Prime Video Canada, Magda Grace to get her insight on the industry, how content for Canadians is curated on Prime Video and what the future has in store.

What is the process for selecting which content will stream on Prime Video Canada?

The overall content strategy for Canada includes shows that are produced specifically for a Canadian audience but we also curate existing content that will resonate with Canadians. 

We shoot a lot of content primarily in Ontario and Quebec and customers will see it start rolling out in the next few months and years. 

Did you notice any new viewer trends emerge as a result of COVID?

More people are streaming now in Canada than ever before across all audiences. It’s just a matter of whether or not it’s long-term or short-term. Original content performs really well. 

The competition in the market is also becoming a lot more prevalent with more companies announcing streaming services to capture this audience. 

With the landscape being so competitive now, what are some of the things that Prime Video is most focused on to stand out? 

Everything we do is focused on our customers and delivering content that’s original, relevant and entertaining so that we are able to develop a viewer that’s with us long-term. 

That’s great, and I know that Prime Video committed 1.3 million to the BIPOC community- can you speak a little more  on how those funds are being allocated? 

Earlier this year, we donated to a couple of different indigenous communities, in addition to the indigenous development program- where creators apply to be eligible to receive funding. That was something that was really important for us to ensure that we’re helping to support the industry. That program is really interesting and allows individuals to connect with our production arm of the business. It’s important for us to not only foster voices and provide opportunities, but to also provide some kind of coaching and ability to connect with studio executives. Sometimes access is one of the biggest barriers for individuals in underrepresented communities.

And to wrap up, is there one piece of advice that you look back on that really resonates in your professional life? 

Yes, I think it’s important to ask questions. I think my career has evolved quite a bit in the last decade and it’s partly because I am constantly asking questions about why we do things the way we do. 

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