Earlier this month, Amazon announced that it is expanding its Prime Video on-demand video streaming service to over 200 countries and territories. But how good is the content catalogue? A report on Variety explores: In several countries looked at by Variety, the company hasn't even bothered to translate the PrimeVideo.com website's interface from English into the local language. And its content offerings seem scant and lacking in local flavor. Amazon's strategy appears to be a two-step process: first establish a global footprint, then go back and build out more tailored platforms in key new markets with better-curated and more local-language content, similar to what the company has already done in the U.S., the U.K., Germany, Austria, and Japan. In India, they set up a local operation prior to their Dec. 14 launch there. "We are just getting started. It's still day one for us," Roy Price, Vice President, Amazon Prime Video and Amazon Studio, wrote in emailed comments to Variety. "Like everything we do at Amazon, we are focused on continuously improving the customer experience, including adding content and localizing features over time," Price said, noting that Prime will be adding new Amazon originals as well as licenced and localized programming in the future. To do this, Amazon will likely start cutting larger acquisition deals with prominent local players, including leading broadcasters.