In a strategic move enabling it to create a video entertainment marketplace in India, Amazon is bringing its Prime Video Channels model to the country. With this launch, Prime members will get the option to watch content from eight video-streaming services, with add-on subscriptions on the Amazon Prime Video app and website.
Amazon Prime Video’s move comes at a time when there has been a rapid proliferation and adoption of video-streaming services in the country. The eight partners are Discovery+, Lionsgate Play, Docubay, Eros Now, MUBI, hoichoi, Manorama Max, and Shorts TV. India will be the 12th market where the company is launching Prime Video Channels.
Chaitanya Divan, Head, Prime Video Channels, Amazon Prime Video said, “This is the golden age for content, but there are multiple apps across multiple devices. It is not very easy for customers to navigate through the video streaming space. Prime Video Channels offers a single interface for discovery, streaming and payments. So it addresses this key need of customers. We want customers to spend more time watching and less time searching and also get access to a wider selection of content.”
The company said that with this launch, close to 10,000 additional titles across languages and genres will become available to Prime members. “Our choice of OTT partners for Prime Video Channels is reflective of our diverse and discerning customers’ entertainment needs and interest areas,” he added.
Divan said this will also enable OTT Channel partners to leverage on Prime Video’s strong distribution, reach and tech infrastructure. “In the past, we have successfully launched Prime Video Channels in 11 countries. We have rapidly expanded with over 350 partners across various markets and these partners have renewed their distribution deals with us. In fact, some of the partners working with us in India have similar partnerships in other markets. So there are tremendous benefits for our partners ,” he added.
Amazon is launching Prime Video Channels in the country with a-la-carte annual channel pricing offers. A special introductory annual subscription offer is also being made available by the OTT channel partners.
“Prime Video Channels has so far exceeded our expectations globally. That is why Amazon is doubling down on this strategy. It enables deeper engagement with consumers as well as brings new subscribers to our partners,” Divan added.