The Indian market has become a massive platform in terms of development for overseas digital entertainment service providers like Amazon Prime.
In a $280 Bn battle for emerging video streaming market, global as well as local contenders such as Netflix, Voot, Amazon & Hotstar are fighting it out to overtake one another. Amazon Prime Video surpassed Netflix recently and now aims to target the Indian online streaming market.
Its strategic plan includes increasing the regional content in the form of films and shows based on southern dialects like Tamil & Telugu. This move will automatically capture a large number of audiences who can utilize its cheap yearly plans and premium services.
Asia-Pacific content head, James Farrell issued a statement saying, “We want to figure out how do we do more in the South. We haven’t announced any originals yet from the South but we are looking to do as much as can be done.”
Services offered by Amazon Prime Video in India
In 2017, American based video on demand service provider Amazon, initiated its video streaming services in India. Amazon Prime Video is currently charging Rs.999/- for an annual plan featuring rapid accessibility and distribution network via Amazon India. It is also offering a free subscription package of streaming video and newly launched Amazon Music.
In a flourishing country like India, there is a vast scope for global market expansion. From $22.7 billion in 2016, the Indian entertainment market has grown by more than $31 billion till date.
Low cost plans & free of charge video streaming services
In the booming internet service market, Jio is largely responsible for causing the data revolution. The Indian telecom industry has been forced by Jio to reduce the costs of digital data services.
Over 30 local online streaming services are offering local and regional contents mostly based on popular sports categories like cricket and football.
Even though Netflix has declared the launch of newer project, Amazon still holds its prime position in terms of content. Amazon Prime Video has categorized its services into Bollywood movies, sports, rom-coms, reality and comedy shows.
The deciding factor for every customer comes down to cost. Currently, services for Netflix starts from Rs 500/- a month, whereas Hotstar charges Rs 200/- a month. On the other hand, at Rs.999/- per year, Amazon provides a wide range of channels, offering services for every type of customer.
Having an online shopping website, Amazon offers add-in packages for its Prime Video using customers. For now, the e-commerce giant will focus its regional content expansion by targeting the South Indian audience.