Amazon launched Prime Video Channels in India, allowing its customers to subscribe to eight streaming services, including Discovery + and Mubi from a single hub (Prime Video website or app), the latest in a series of ‘efforts by the American giant to gain customers in the South. Asian nation.
The new offering makes it easier for users to connect and pay for additional streaming services, the company said. To make things more appealing, Amazon said the services are available at discounted prices for the first year. Discovery + costs $ 4 per year, Mubi $ 27, Hoichoi ($ 8.2), DocuBay $ 6.8, ErosNow $ 4, Lionsgate Play $ 9.5, manoramaMax $ 9.5, and ShortsTV $ 4.
The company, which is currently at the center of several controversies in India, has not shared the share of revenue it derives from streaming services and the length of partnerships, which are not exclusive. India is the 12th market where Amazon has launched Prime Video Channels.
Friday’s launch will likely be more beneficial for third-party streaming services, all of which are struggling to break into India, than Amazon itself. Discovery + has amassed less than 4 monthly active users in India on mobile, Mubi has less than 100,000, DocuBay has less than 50,000, ErosNow has less than half a million, Lionsgate Play and manoramaMax each have less than 750,000, according to mobile analytics company App Annie (whose data an industry executive shared with TechCrunch).
âWith the launch of Prime Video Channels, we are now taking the next big step on our journey to entertain India by creating a video entertainment market – the first of its kind in India – that will not only delight our customers by offering them even more. choice of entertainment. , but also benefit the OTT channel partners who work with us to leverage the distribution, reach and technology infrastructure of Prime Video, âsaid Gaurav Gandhi, Country Manager of Amazon Prime Video India, in a statement.
Amazon’s Prime Video, which has amassed over 55 million monthly active users in India, competes with Netflix, Disney’s Hotstar and Times Internet’s MX Player in the country. Hotstar and MX Player both have a wider reach than Prime Video in India, and Netflix has courted most of the country’s elite customers.
The e-commerce group, for its part, has attempted to increase its reach by securing certain rights to cricket matches – although the vast majority of those rights still belong to Hotstar – and has also launched a funded free streaming service. through advertising. .