3/12/2018 2:03:31 PM
|written By : Team India Se|
India has become the fastest growing market for the online video streaming service Amazon Prime Video, according to Amazon Prime Video’s global vice-president Tim Leslie. He was speaking to Reuters in Mumbai.
Launched just over a year ago in India, Amazon Prime Video offers not only Hindi shows and Bollywood movies but is also broadening its film catalogue in southern Indian languages such as Tamil and Telugu, Asia-Pacific content head James Farrell said.
The duo declined to give subscriber numbers, saying they have tens of millions of Prime customers. Prime is the world’s largest online retailer’s customer loyalty plan that costs an annual 999 rupees (about S$12).
The Indian media and entertainment market is tipped to grow to more than US$31 billion in two years, from US$22.7 billion in 2017. It has become a battleground for content wars between global giants such as Amazon and Netflix as they look for growth beyond a saturated US home market.
Other prominent players include Twenty-First Century Fox-backed Hotstar, which exclusively streams HBO’s hit Game of Thrones show in India; Voot, a joint venture between Network18 Media & Investments Ltd and the US Viacom Inc; Sony LIV from Japan’s Sony Corp; Zee Entertainment’s OZee; and production house Balaji’s ALTBalaji.
Netflix has recently announced several new projects in India, but Amazon has significantly more local content. While Netflix has focused on the Indian English-speaking customers, Hotstar has focused on live cricket and local daily soaps along with a huge collection of Bollywood movies.
Pricing remains a major factor, as Netflix starts at Rs 500 a month and Hotstar charges Rs 200 a month and also offers a wide range of free services. Amazon Prime offers the best value for money charging Rs 999 a year.