Amazon launch in India a bundling option on its video platform for global and local streaming services as in a move aim at boosting subscriptions. This launch comes when there is increasing competition from global and domestic rivals in an important market for Amazon.
Amazon Channels service will help customers using its Prime flagship loyalty programme to subscribe to multiple streaming apps on a single interface,
Gaurav Gandhi, head of Amazon Prime Video in India Said :
“We believe besides solving customer problems multiple apps, multiple log ins… it also solves a lot for our partners where they are able to get the benefit of Prime Video’s reach and ubiquitous distribution,” said Gandhi.
This service is launching with streaming apps from partners including Discovery, Lions Gate Entertainment, and Mubi, said Gandhi, adding that India is the 12th country where it is being launch.
Mr. Gandhi decline to talk about specifics of revenue sharing with content partners or discuss other financial parameters of the service.
Amazon’s Prime loyalty programme which costs an annual Rs. 999 in India offers customers free delivery, early access to deals during sales, and free music and video streaming.
Amazon has investe heavily in acquiring and producing local content in India and its founder Jeff Bezos said last year that Prime Video was doing well globally “but nowhere it’s doing better than India”.
Amazon does not break out user numbers by country.
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