Kore-eda Hirokazu’s Arashi Doc Leads Prime Video Japan Slate as Top Execs Unveil Country Strategy (EXCLUSIVE)

Prime Video is significantly escalating its commitment to Japanese original content, aiming to double its investment over the next two years, according to executives from the streaming platform in an exclusive discussion with Variety.

Central to this expansion is a documentary capturing the reunion and farewell tour of Arashi, one of Japan's most iconic boy bands. Directed by acclaimed filmmaker Kore-eda Hirokazu, the documentary titled “5 – Our Time as Arashi -” offers an intimate look behind the scenes of the band’s five-dome farewell tour, marking a pivotal moment after their hiatus began roughly six years prior. This film is scheduled for a global release on December 15, followed shortly by a concert film showcasing the tour’s grand finale at Tokyo Dome, set to stream on December 21. Complementing these premieres, nine archival concert titles from Arashi began streaming sequentially from mid-September.

Prime Video Japan’s strategy reflects a broader effort to appeal to a wide demographic by offering a diverse range of content genres. The service's leadership highlights that Japanese subscribers increasingly view Prime Video as a comprehensive entertainment hub rather than a platform dedicated to a single genre. This evolution is supported by the channel-partner model that integrates add-on subscriptions and rentals within one app, facilitating varied viewer preferences.

In addition to music-centered projects like Arashi’s documentary, Prime Video is placing a strong emphasis on original live-action series adapted from Japan’s rich reservoir of source material, including manga, novels, and light novels. Notable upcoming adaptations include “Bless,” a spring 2027 release about a young aspiring makeup artist based on Sonoyama Yukino’s manga, with involvement from beauty giant Shiseido; “Rock, Paper, Landmine” (premiering November 13), adapted from the award-winning mystery novel “Landmine Glico”; “Please Save My Earth,” a sci-fi reincarnation story debuting in autumn 2027; and “The Apothecary Diaries,” a collaboration with Toho based on a light novel series with international acclaim, planned for 2028.

Prime Video's leadership underscores that these original scripted projects are a core component of their growth strategy, particularly those targeting young adult viewers, who are seen as cultural ambassadors and a key demographic worldwide. This focus aligns with other international productions like “The Summer I Turned Pretty” and “Culpa” from Spain. The platform also aims to deepen engagement within niche fandoms through partnerships with specialized channels such as dAnime and Anime Times in Japan and Crunchyroll globally.

Anime remains a significant pillar for Prime Video in Japan, accounting for nearly half of the country’s streaming anime hours. Titles like “Ghost in the Shell” and “Nippon Sangoku” contribute to this dominant share. The platform’s approach extends beyond content availability, integrating commerce by enabling fans to purchase related merchandise, exemplified by the exclusive streaming and merchandising synergy around “Gundam G-Quax.”

Unscripted formats are also evolving on Prime Video Japan. Building on adaptations of established dating formats such as “The Bachelor” and Korea’s “Love Transit,” the platform is developing original shows like “Please Be My First Love,” focused on young Japanese individuals experiencing romance for the first time. This series is slated for a July 2027 release.

Sports broadcasting complements the content strategy, with Prime Video holding live streaming rights for major leagues and events including MLB, NBA, and boxing within Japan. This diverse portfolio strengthens the platform’s position in the competitive Japanese streaming market, where it currently holds the largest user base and subscription numbers.

Prime Video’s executives emphasize a content- and customer-centric approach to maintain their leadership amidst increasing competition from services like Netflix, Disney+, and HBO Max. The integration of over 70 channel partners within Japan, including HBO Max, differentiates the platform by offering extensive variety under a unified interface.

The company’s longstanding relationships with publishers, studios, and creators, notably through partnerships with firms like Toho, enable access to a broad spectrum of IP beyond major franchises. This strategy supports the development of both global hits and locally resonant projects. Additionally, Amazon’s wider retail ecosystem enhances creators’ opportunities by linking streaming success with increased sales of books and merchandise, fostering a virtuous cycle of cultural impact and commercial growth.

As Prime Video continues to implement this multifaceted strategy, its enhanced investment in Japanese original content, exemplified by the high-profile Arashi documentary and a slate of diverse scripted and unscripted projects, signals a sustained effort to deepen engagement with Japanese audiences and extend cultural influence worldwide.