Observed Signal · Aug 5, 2026 · Leadership Departure · Source: DWDL · Impact: 2/5 · Sentiment: Negative
Prime Video Germany Loses Third Senior Executive in Nine Months
Prime Video's German operation has seen three senior departures within nine months, raising questions about the service's future local strategy. Country Manager Christoph Schneider left amid Amazon's re-centralization, Head of German Originals Philip Pratt has departed earlier, and Andreas Hartmann — Head of Content for the German-speaking region — confirmed he left last week. The article notes Prime Video had moved toward a more mainstream slate and established partnerships and measurement practices in Germany, but the loss of familiar contacts and the absence of named replacements create uncertainty for coproductions, licensing and programming decisions going forward.
Multiple senior departures at a major streaming operator in a major market can disrupt local commissioning, coproduction and distribution partnerships, creating short- to medium-term uncertainty for content supply and commercial relationships, but it is not a platform-level policy or technical change.
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Key Takeaways & Evidence Grounding
- Amazon Prime Video's German operation lost three senior executives in less than nine months: Country Manager Christoph Schneider, Head of German Originals Philip Pratt, and Head of Content Andreas Hartmann.
- Christoph Schneider's exit followed a reorganization that removed the Country Manager role in favour of more centralized, paneuropean planning at Amazon.
- Andreas Hartmann confirmed to DWDL.de that he has left Amazon and had his last day with the company the prior week.
- Prime Video had pursued a broader, more mainstream programming strategy in Germany, invested in originals and coproductions (including partnerships with RTL Deutschland and ProSiebenSat.1) and allowed independent reach measurement via AGF.
Connected Companies & Entities
10 Entities mapped“With this, Amazon Prime Video loses three key executives in less than nine months.”
“And at Amazon MGM Studios, the production subsidiary, there was also a leadership change including a new strategy and shorter leashes for in...”
“Among the three major global streamers in Germany - Prime Video, Netflix and Disney+ - the service had identified a strategy after years of ...”
“Among the three major global streamers in Germany - Prime Video, Netflix and Disney+ - the service had identified a strategy after years of ...”
“There were new partnerships, for example in coproductions with RTL Deutschland, as currently with 'Gladiators'.”
“There were new partnerships, for example ... or ProSiebenSat.1 with 'Der letzte Bulle' or 'Queen Silvia'.”
“In the past five years Prime Video had its dual leadership including the short stint of today's Apple manager Kaspar Pflüger.”
“He confirmed this to the trade magazine DWDL.de.”
“As the first streamer, Prime Video lets its reach be measured transparently and independently by the AGF.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Philip Pratt leaves Amazon MGM Studios Germany
Philip Pratt, head of German Originals for Prime Video and Head of German Originals at Amazon MGM Studios Germany, has left the company after more than eleven years to pursue an opportunity outside Amazon. His departure was communicated internally by Tara Erer on August 3, 2026 and Pratt also announced it on LinkedIn; he has not disclosed his next role. Pratt became Head of German Originals at MGM Studios Germany in 2018 and led German original programming for eight years, overseeing titles including LOL: Last One Laughing, Maxton Hall and Perfekt Verpasst. A successor has not been named; Pratt’s direct reports will report to Tara Erer in the interim, while Petra Hengge (series), Verena Schilling (films) and Volker Neuenhoff (entertainment) retain responsibilities. Amazon says ongoing and planned projects should not be affected. Pratt joined Amazon in 2015 after roles including leading Watchever’s German content unit and founding Jakun Media.
Apple TV Germany Head Departs, London Takes Over
Franziska An der Gassen, Head of Original Content for Apple TV in Germany, is leaving the company at the end of September 2026, after nearly five years. She joined Apple in early 2022 as a Creative Executive and built the local originals business from Munich, reporting to Jay Hunt. Under her leadership, Apple TV produced its first German series, including 'Where's Wanda?' (2024) and the award-winning 'Krank Berlin'. A direct successor will not be appointed; instead, responsibility for German originals will move to London, continuing a trend of streamers reducing top-level local personnel in Germany. This structural change may reduce local autonomy, and while Apple TV will continue producing in Germany, future investment in local creativity is uncertain.
Ex-Netflix film chief Sasha Bühler moves to Prime Video
Sasha Bühler, former head of film at Netflix for the German-speaking market, will become Head of German Originals at Prime Video and Amazon MGM Studios starting December 1. She succeeds Philip Pratt, who departed Amazon months ago to lead Disney's originals in German-speaking regions from early 2027. Bühler, who spent seven years at Netflix, will report to Tara Erer, Director of Northern European Originals, UK Unscripted & Film. Her appointment signals Prime Video's growth ambitions in the region. Bühler previously worked 11 years at Constantin Film and at SquareOne Entertainment. Her portfolio includes successful titles like 'Maxton Hall' and 'LOL: Last One Laughing', with upcoming projects such as 'Superior', 'Holey Moley – Minigolf Extreme', 'Der erste letzte Tag', and 'The Prototype'.
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