Amazon Integrates Video Streaming Directly into Shopping App

For a considerable period, Amazon has asserted that its Prime Video streaming platform contributes to increased sales within its shopping application. Now, the e-commerce leader is evaluating the impact of embedding a video streaming service directly into the shopping experience.

Launch of MiniTV in India

The company, having previously introduced an ad-supported streaming service – IMDb TV – in the United States two years ago, launched MiniTV on Saturday. This new, ad-supported video service is offered “completely free” within the Amazon India app. Currently, MiniTV is exclusively available to users located in India, as confirmed by Amazon.

Content Offerings on MiniTV

MiniTV’s initial content library features web series, comedy programs, and videos focused on technology news, culinary arts, beauty, and fashion.

A selection of titles are created by prominent Indian web studios, including TVF and Pocket Aces. Content is also provided by popular comedians such as Ashish Chanchlani, Amit Bhadana, Round2Hell, Harsh Beniwal, Shruti Arjun Anand, Elvish Yadav, Prajakta Koli, Swagger Sharma, Aakash Gupta and Nishant Tanwar.

Content Sourcing and Existing Titles

A review of the platform reveals that a significant portion of MiniTV’s catalog consists of previously released content. Some material was originally developed for alternative platforms or published independently on creators’ YouTube channels.

For example, “Aspirants” was a collaborative production between TVF and the online learning platform, Unacademy.

Expert Insights and Future Content

Viewers can access insights on the latest products and trends from tech analyst Trakin Tech, alongside fashion and beauty advice from experts like Sejal Kumar, Malvika Sitlani, Jovita George, Prerna Chhabra and ShivShakti.

Food enthusiasts can enjoy content from Kabita’s Kitchen, Cook with Nisha and Gobble. Amazon stated that more new and exclusive videos will be added in the coming months, though specific roadmap details remain undisclosed. (Amazon had previously begun incorporating reviews and web excerpts from media outlets into its Indian shopping service over two years ago.)

Platform Availability

MiniTV is presently accessible on the Amazon Android app and is slated for release on the iOS version and mobile web in the near future, according to Amazon.

Competitive Landscape

This move by Amazon mirrors a similar strategy adopted by Flipkart, its primary competitor in India, which launched a video streaming service within its app back in 2019. Numerous other Indian companies, including Zomato and Paytm, have also explored integrating video offerings into their respective applications in recent years.

Expansion of Prime Video in India

Amazon has also been actively working to broaden its Prime Video offerings within the Indian market in recent quarters.

The company recently partnered with Indian telecom provider Airtel to introduce a new monthly mobile-only subscription tier, offering single-user access in standard definition (SD) for $1.22. Amazon has also secured the rights to stream select cricket matches in India.

Prime Video is also available as part of the broader Amazon Prime subscription in India, priced at 999 Indian rupees ($13.60) annually, which includes access to Amazon Music and expedited delivery.

Market Share and Investment

In April, Prime Video boasted over 60 million monthly active users in India, surpassing Netflix’s 40 million users, as reported by mobile analytics firm App Annie (data shared with TechCrunch by an industry source).

Netflix, which invested approximately $420 million in Indian content during 2019 and 2020, announced in March plans for “significantly more” investment this year. During a recent earnings call, founder and co-CEO Reed Hastings characterized investment in India as more “speculative” compared to other markets.

Competition and User Base

Times Internet’s MX Player, another ad-supported streaming service, had over 180 million users during the same period, while Disney+ Hotstar reached approximately 120 million users. However, YouTube remains the dominant force in India, with over 450 million monthly active users.

Regulatory Considerations

Beyond competition, video streaming services in India face regulatory challenges. In late March, Amazon issued a rare apology to users in the country regarding an original political drama series, following allegations that certain scenes offended religious sensibilities.

This apology followed shortly after New Delhi announced new regulations governing on-demand video streaming services and social media platforms.