Prime Video Channels allows Amazon Prime customers to subscribe to numerous streaming applications from a single interface.
Amazon announced a bundle option for global and local streaming services on its video platform in India on Friday, with the goal of increasing subscriptions.
The debut comes at a time when the US IT firm is facing increased rivalry from both local and international competitors in a key market.
In an interview ahead of the launch, Gaurav Gandhi, the president of Amazon Prime Video in India, said that the Amazon Channels service will allow consumers who use the company’s core loyalty programme, Prime, to subscribe to numerous streaming applications through a single interface.
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“We feel that, in addition to eliminating user concerns like numerous applications and log ins, it also solves a lot for our partners by allowing them to benefit from Prime Video’s reach and pervasive distribution,” Gandhi added.
According to Gandhi, the service will launch with streaming applications from partners such as Discovery, Lions Gate Entertainment, and Mubi, and India will be the 12th country to do so.
Gandhi was adamant about not discussing the mechanics of revenue sharing with content partners or any other financial aspects of the service.
Customers may get free delivery, early access to bargains during promotions, and free music and video streaming through Amazon’s Prime loyalty club, which costs Rs. 999 per year in India.
With 1.3 billion people, India is a critical growth market for Amazon and its global rivals Netflix and Walt Disney.
Disney+ is a competitor to Prime Video. Hotstar offers Bollywood movies, TV programmes, and live streaming of India’s popular cricket league events, whereas Netflix has invested heavily in original content from the country. An upcoming merger between India’s Zee and a local Sony business is expected to produce a TV powerhouse that will compete with Prime Video and others in the sector.