Amazon Prime Video vs. Netflix & Disney+ in India

Amazon Expands Streaming Options in India with Prime Video Channels

Amazon has introduced Prime Video Channels to its Indian customer base. This new feature allows subscribers to access eight different streaming platforms, including Discovery+ and Mubi, directly through the Prime Video website or application.

Simplified Access and Pricing

The introduction of Prime Video Channels streamlines the login and payment processes for these additional services. To incentivize adoption, Amazon is offering discounted rates on these channels for the first year of subscription.

Discovery+: $4 per year
Mubi: $27 per year
Hoichoi: $8.2 per year
DocuBay: $6.8 per year
ErosNow: $4 per year
Lionsgate Play: $9.5 per year
manoramaMax: $9.5 per year
ShortsTV: $4 per year

This launch represents the latest move by the U.S.-based company to strengthen its position and attract more customers within the competitive South Asian market.

Partnership Details and Market Position

While Amazon has launched this new service, the company has not disclosed the specifics of revenue sharing arrangements with the streaming partners. Furthermore, the partnerships are non-exclusive in nature.

India marks the twelfth global market to receive Prime Video Channels.

Benefits for Streaming Partners

The launch is anticipated to be particularly advantageous for the third-party streaming services involved. Currently, these platforms are facing challenges in gaining significant traction within the Indian market.

Data from mobile insight firm App Annie, shared with TechCrunch by an industry source, indicates that Discovery+ had fewer than 4 million monthly active users in India last month. Other services reported even lower numbers, with some falling below 200,000 monthly active users.

Amazon's Strategy and Market Competition

Gaurav Gandhi, Country Manager of Amazon Prime Video India, stated that this launch establishes a unique video entertainment marketplace in India. It aims to provide customers with greater choice while simultaneously enabling OTT Channel partners to leverage Prime Video’s extensive distribution network, reach, and technological infrastructure.

Amazon’s Prime Video currently boasts over 55 million monthly active users in India. It competes directly with established players such as Netflix, Disney’s Hotstar, and Times Internet’s MX Player.

Hotstar and MX Player currently hold a larger audience reach in India, while Netflix primarily caters to a more premium customer segment.

Amazon has also been actively pursuing strategies to expand its reach, including securing rights to cricket matches and launching a free, ad-supported streaming service.