Amazon ups Martin Backlund to oversee Prime Video Nordics

Martin Backlund

Amazon has promoted Martin Backlund to managing director of its SVOD service Prime Video for the Nordics.

In his elevated role, Backlund will be responsible for the overall Prime Video business in Sweden, Norway, Denmark and Finland, overseeing investment, content, marketing and partnerships.

Backlund has been with Amazon for more than decade and was only recently promoted to head of Prime Video Nordics in December 2022, having previously served in roles including head of content for the UK & Ireland and the Nordics and in acquisitions roles for the streamer.

He will work with the Nordics originals team, headed up by Karin Lindström, as well as Andreas Hjertø’s content acquisitions team.

Before joining Amazon in 2012, Backlund spent two years as senior manager, strategy, emerging markets, for MTV Networks

Prime Video expanded its Nordic offering last year with by ordering local versions of three formats, in addition to a new movie deal via Nordisk Film, which Backlund said at the time demonstrated “our commitment to the Nordics in the long term.”

Discussing his promotion, Backlund said: “I’m excited about growing the Prime Video service in the Nordics, and continuing to work with our fantastic local team to deliver better content, a better product, better value for our customers, and investing in building strong partnerships in the region.”