Amazon is reinforcing a major advantage of its Prime Video streaming platform: competitive pricing strategies.

The company announced on Wednesday the release of Prime Video Mobile Edition, a more budget-friendly option for its on-demand video service, now also including a data allowance for mobile use.

Prime Video Mobile Edition, developed in collaboration with Indian telecom provider Airtel, provides customers in India with 28 days of mobile-exclusive, single-user access in standard definition (SD) for Rs 89 ($1.22). This package includes 6GB of mobile data for use throughout the subscription period. A slightly more expensive option is also available at Rs 299, offering 1.5GB of mobile data per day of the subscription. Amazon will cover the cost for the initial month for all new subscribers to Prime Video Mobile Edition.

Cost-effective pricing is crucial for on-demand streaming platforms aiming to gain traction in India, the world’s second-largest internet market. While the country boasts over 600 million internet users, a relatively small percentage currently subscribe to paid digital services. Recent analysis from Goldman Sachs projects that the gaming and video streaming sectors in India could generate up to $5 billion in gross transaction value by March 2025.

“India represents one of our fastest-growing regions globally, demonstrating exceptionally high levels of user engagement. Encouraged by this positive response, we are committed to expanding our reach by making our popular entertainment content accessible to a broader audience of Indian customers. Considering the widespread adoption of mobile broadband in the country, mobile devices have become a primary means of accessing streaming content,” stated Jay Marine, Vice President of Amazon Prime Video Worldwide.

According to Sameer Batra, Director of Mobile Business Development at Amazon, Airtel, India’s second-largest telecom operator, is the initial partner for Prime Video Mobile Edition, with the possibility of establishing similar agreements with other telecom companies to broaden the service’s availability to the entire prepaid customer base in India.

Most on-demand video streaming services operating in India, including Netflix and Disney+ Hotstar, have established partnerships with local telecom operators and satellite TV providers to increase their user base. Amazon has not yet indicated whether or when it intends to extend Prime Video Mobile Edition beyond India.