Amazon became an OTT distributor in India, with the launch of “Prime Video Channels”. The existence of the platform now means that Amazon has a video content marketplace for Prime members, streaming content from eight OTT players: Lionsgate Play, Discovery Plus, DocuBay, Eros Now, MUBI, Shorts TV, Hoichoi and Manorama Max.
These names in the OTT space now have access to Amazon Prime customer base. Amazon believes that a single platform for multiple video streamers gives customers the convenience of not having to switch between apps and handle multiple payment cycles.
“What we’re creating is a marketplace for entertainment video content, where customers can watch multiple services on Prime Video itself,” said Gaurav Gandhi, Country Manager (India), Amazon Prime Video, speaking to CNBC -TV18. “The problem we’re solving is to have unified content discovery that customers can now get into, using their Prime membership and login, and get it as an add-on,” he said. Explain.
India now becomes the last market for Prime Video Channels, which is a proven model in 11 other countries. Amazon has so far partnered with 350 OTT partners around the world to integrate Prime Video Channels. Only eight names, however, are on the platform in India.
“We are happy to continue to engage with many services and are confident that we will increase the selection for our clients,” said Gandhi, adding: “Six of our eight partners in India have also worked with us outside of the India, and the fact that they chose to go here is that they realize the value that we bring with this proposition.
With launch, 10,000 additional titles will be available to Prime members, according to Amazon. The rates for individual streaming services range from Rs 299 / year as in the case of Discovery Plus, to Rs 1,999 / year (MUBI). Amazon has confirmed that its partners offer introductory offers to those who subscribe to Prime Video Channels, and that customers will not be tied to any packages or bundles when they subscribe.
The launch of Prime Video Channels could not have come at a better time, given the growth shown by the pan-Indian Prime Video.
Three-fold growth in two years for Amazon Prime Video
“In three to five years, there will be as many people streaming video as there will be people watching TV,” Gandhi said. “In the last two years, we have increased threefold in terms of listening hours in India. The country is among the fastest growing markets not only for watching video content, but also for subscribing to content, choosing to pay for it, ”he added.
Amazon Prime Video has made headlines for its original critically acclaimed content in India, with titles like Paatal Lok, Mirzapur, Family Man and Mumbai Diaries doing well on the platform. The company claims that much of its regional content is watched by audiences outside of the target regions.
“Over the past year and a half, we have launched a lot of regional language theaters and have noticed that Malayalam, Tamil, Telugu and Kannada films have seen 50% of audiences watch from outside their home country. “Gandhi said. “There is a strong demand for content that has not been met in the past due to barriers to distribution, but is now being exploited.”