Amazon has introduced a new price tier for Prime Video in India, making the service even more affordable as it races to court customers in the South Asian market.
The yearly subscription to Prime Video Mobile Edition, an affordable tier it introduced last year, is $7.3 in India. It is the cheapest way to subscribe to Amazon's on-demand video service.
Prime Video Mobile Edition, which limits viewing to mobile devices and caps the video resolution at standard definition, has seen an incredible response from the Indian consumers. The number of people who had subscribed to the mobile edition wasn't shared. The partnership with a telecom operator allowed the mobile edition to be sold.
Streaming giants have raised prices of their subscription offerings in the U.S., Europe, the UK and other developed markets recently, but are using a different strategy in India, the world's second largest internet market.
The subscription price in India was lowered by at least 18% and up to 60.1%. The cheapest plan, which allows streaming on any device but caps the resolution at 480p, was lowered to 199 Indian rupee from 499 Indian rupee.
Disney+Hotstar, which has 50 million subscribers in India and Southeast Asia, offers a yearly plan of 891 Indian rupee, or $11 in the South Asian market.
According to Sensor Tower, Hotstar has 161 million users in India who use its mobile apps each month, compared to 78 million for MX Player, 28.1 million for Prime Video and 15 million for Netflix. The most popular on-demand streaming service in India is YouTube with over 520 million monthly active users. An industry executive gave the data to a website.
The Prime Video Mobile Edition was launched in India. For $1.10 a month, you can subscribe to the service in the country. The images are from Amazon.
India is one of the most engaged places in the world. Prime Video's success in the country can be attributed to innovations that are focused on creating an exceptional entertainment experience for customers.
India is becoming an innovation hub for Prime Video. Prime Video Mobile Edition is an initiative that originated in India and is now being rolled out in multiple countries. The Prime Video Mobile Edition annual plan will help accelerate the growth of our India business and give more customers access to the high-quality content on the service. We are looking forward to entertaining every Indian with our on-demand entertainment content.
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