As the global streaming race gets more competitive, European originals are gaining serious momentum. Prime Video, in particular, has been investing heavily in local stories, offering a strong counterbalance to U.S.-driven productions and becoming a key player in the Young Adult (YA) space. This rise shows that Europe is more than ready to compete creatively on an international level and build loyal audiences around the world.
To dive deeper into Prime Video’s YA strategy, we spoke with Tara Erer, Head of UK & Northern Europe Originals and Nicole Morganti, Head of Local Originals Southern Europe, during a press event in Ibiza. They shared how they choose book adaptations, why YA matters so much to the platform, and what exciting new titles are on the way.
Book adaptations are becoming very popular on Prime Video. How do you decide which books to adapt? What are the key things you look for?
TARA ERER: I think it’s very important for the books we choose to has a strong fanbase. But at the heart of it, we look for dynamic characters and fun, engaging stories. And of course, we want viewers to feel connected to the characters and the narrative. We want them to relate to the emotions; the heartbreaks, the ups and downs. If your story captures that, it reaches a very big audience, because emotions and themes are universal; they travel. So we look for stories that contain all of that. It also matters that the author is willing to collaborate and be part of the process.
Can you walk us through the process, from spotting a book’s potential to giving the adaptation the green light?
NICOLE MORGANTI: Yes, it’s a long process. Even though we try to make it as smooth as possible, it takes a long time. It starts with reading the book fully and understanding which part you want to adapt. Some books, especially Wattpad stories, can be very long, sometimes up to 800 pages. So the first step is deciding what portion will make it onto the screen.
What matters here is truly collaborating with the author and assembling the right writers’ rooms to work with them. That’s how we can figure out together what stays, what gets cut, and which details aren’t needed. Once you finally have a strong script –and sometimes, that can take time- the director comes in, elevates the script, and starts working on tone, music, and locations.
Then comes the casting phase. The cast needs to have pure chemistry. Bringing everyone together and understanding where that chemistry lies is very important. We also share the cast on social media and follow the reactions of the fans. Building that connection early on and listening to the community is a big part of the journey for us.
We’re seeing a lot of investment in YA adaptations and original YA projects in both of your regions. What’s the strategy behind this confidence?
TARA ERER: When Prime Video launched, we built a very loyal, slightly older audience with the shows we released. So for us, expanding this audience and shifting the demographic to include younger viewers was a very natural step.
What we’ve really achieved with these book adaptations is the ability to localize the stories. Everything we create is designed first for the local audience. But we’ve seen that because the themes and emotions are universal, the stories also resonate internationally. This was part of a strategic shift in how we bring younger viewers to the platform, because as you know, young audiences are very fluid, they change quickly. That’s exactly why we invested in them. Releasing something new every month is incredible, and the engagement we build with fans through TikTok, other social platforms, and events like this brings us closer to them in a way I don’t think any other type of content does.
NICOLE MORGANTI: I can also say that the whole experience is just amazing. For example, when we held the premiere of Culpa Tuya it honestly felt like going to a concert. 4000 people watched the film together in an arena. For me, it was an incredible experience, you’re watching the movie on screen, and at the same time you see 4000 people reacting to every line and every scene together with the cast. It was truly wonderful, and it felt like a real moment of connection.
See also: ‘Culpa Tuya’: Exclusive Interviews with the Cast & Author
Are there any exciting or surprising new book adaptations coming soon to Prime Video?
TARA ERER: There’s a lot in the works, we can’t reveal everything, but I can say this: Your Fault and Our Fault are on the way, and Maxton Hall 2 is coming as well. We also have Drive in Germany, a Wattpad adaptation written by Tamara Lush. It’s set in the world of motorsports and has a strong romantic core. Even though it’s a very emotional love story, it also has a sharp, high-energy tone. It’s going to be very cool.
NICOLE MORGANTI: From my region (Southern Europe), there’s The House of Ron, which has already been announced. Then we have Dimelo Bajito and Enfrentados, which we’ve already finished production. From France, three projects are coming: Storm, Campus Driver, and 2 Plus 1. And from Italy, we have two titles: the Wattpad adaptation Love Me, Love Me and A Poster From Italy, which we’re currently filming with Nicole Wallace.
