Prime Video’s UK investment exceeds £5bn
September 29, 2026



At the annual Royal Television Society (RTS) Convention in London, Prime Video & Amazon MGM Studios UK led a conversation about the future of the UK’s creative industry titled: United in Change – If Not Now, When?.

The convention, chaired by Tara Erer, Director, Northern European Originals, UK Unscripted & Film, Amazon MGM Studios and formally opened with a keynote address by Kelly Day, Head of International at Prime Video who set out Amazon’s long-term commitment to the UK creative economy, making the case for optimism at a time of rapid change in the television industry.


Day’s keynote reinforced Amazon’s intent for continued acceleration in the UK, building on over a decade of collaboration, investment and commitment to the country’s creative industry. In addition, Day unveiled:

£5bn+ cumulative UK investment – Prime Video’s total investment in UK stories, talent (in front of and behind the camera) and studio infrastructure now exceeds £5 billion (€5.8bn) – up significantly from the £1 billion figure disclosed in 2022. Day commented: “That figure tells you everything about the trajectory we’re on. This isn’t just commitment – it’s acceleration.”

The UK as one of Amazon MGM Studios’ biggest production hubs outside the US – With more than 90 scripted and unscripted productions filmed in the country over the last decade, plus investment in studio infrastructure at Shepperton Studios and a major redevelopment planned at the newly acquired Bray Studios near Windsor.
“I’m particularly excited about how we’re growing our UK scripted output […] and the investments we’re making at Bray and Shepperton. We’re here, we’re staying, we’re investing, and we’re building,” said Day.


A bold vision for AI in the creative industries – Day framed AI not as a threat, but as the most significant opportunity since the shift from broadcast to streaming.

“What excites me is how we’re putting genuinely transformative tools directly into the hands of creators. AI is helping first-time filmmakers generate concept art and short films that bring their pitch to life,” explained Day. Her message was clear – more stories get made, more diverse voices get heard, and more creative risks get taken.
Optimism for new audiences – Day highlighted the appetite among young adult viewers for long-form, quality storytelling, with a memorable line: “TikTok isn’t the competition – it’s the marketing department.”
“This generation has the biggest appetite for original storytelling we’ve ever seen,” Day sadded. “They’re not going anywhere. The question is whether we’re ambitious enough to meet them where they are.”

Day also reflected on a pivotal moment in Prime Video’s history – the 2016 launch of The Grand Tour, its first UK Original and first Original made anywhere outside the US. Faced with global fanbase but a service available in just five countries, the team used the show’s launch date as a deadline to scale worldwide. Overnight, Prime Video went from five to over 240 countries and territories.

Day outlined the scale of Prime Video’s footprint in the UK today, describing it as one of the company’s most important production bases outside the US.

“More than 90 scripted and unscripted productions filmed here in the last decade, from Bait and The Girlfriend to the All or Nothing football documentaries,” she said. Some of Amazon MGM Studios’ most ambitious global titles are filmed in the UK, including The Lord of the Rings: The Rings of Power, Tomb Raider, Project Hail Mary and The Thomas Crown Affair.