Amazon launched Prime Video Channels India to allow its customers to subscribe eight streaming services, including Discovery+ and Mubi, from one hub (Prime Video app or website). This is the latest effort by the U.S. to gain customers in South Asia.
According to the company, users will be able to log in and pay for additional streaming services more easily with this new offering. Amazon also announced that the services will be available at a discounted price for the first year to make them more attractive. Discovery+ is $4 per year; Mubi $27; Hoichoi ($8.2); DocuBay $6.8, ErosNow #4; Lionsgate Play $9.5; manoramaMax $9.5 and ShortsTV 4
India is currently the center of many controversies. The company did not disclose how much revenue it takes from streaming services or the length of its partnerships. India is the 12th country where Amazon launched Prime Video Channels.
Amazon's launch on Friday will be less beneficial than the third-party streaming service providers, which are all struggling in India. According to App Annie, a mobile insight firm, Discovery+ has less than 4 million monthly active users in India, Mubi has fewer then 100,000, DocuBay fewer that 50,000, ErosNow fewer over half a millennium, Lionsgate Play has fewer 750,000, and manoramaMax has fewer seventy-five thousand, data which was shared by an industry executive with TechCrunch.
We are now taking the next step in our journey of entertainment India. With the launch Prime Video Channels we have created a video entertainment market first of its type in India. This will not only delight our customers but also benefit the OTT Channel partners that collaborate with us to leverage Prime Videos distribution and reach.
Amazons Prime Video has more than 55 million monthly active Indian users. It competes with Netflix and Times Internets MX Player. Hotstar and MX Player both have a greater reach than Prime Video India and Netflix is the preferred choice for most high-end customers.
While the e-commerce group has tried to increase its reach by securing certain rights to cricket matches, though most of them are still owned and controlled by Hotstar, it has also launched an ad-supported streaming platform.
