The corporate launched the mobile-only plan final yr with telecom service supplier Airtel and is now increasing the service to all customers. Clients can subscribe to the service by the Android app or on the Prime Video web site.
The mobile-only model might be a no-frills video service with no further advantages like free and quick delivery on Amazon’s market, streaming on different units akin to good TVs, high-definition (HD) and ultra-HD content material, ad-free Prime Music, and Prime Studying, all of which include the Rs 1,499 annual plan. Cellular-only customers can have the choice to improve to the 1,499 plan.
Netflix additionally launched a mobile-only plan for its India customers in 2019. It got here with limitations akin to single-use entry and no high-definition content material. These firms have been suffering from password-sharing, particularly amongst customers in India, which eats into their revenues.
“With viewers from 99% of the nation’s pin codes, [Prime Video] has change into the popular vacation spot for premium content material,” stated Gaurav Gandhi, vp, Prime Video India. “Guided by our mission of constructing prime quality leisure much more accessible throughout the nation, we’re excited to launch Prime Video Cellular Version’s annual plan.”
The event comes at a time when over-the-top (OTT) content material platforms are set to dethrone multiplexes as India’s go-to leisure choice, in keeping with a report by SBI Analysis. OTT gamers will quickly do to multiplexes what multiplexes did to VCR and VCD gamers throughout the early 2000s, in keeping with SBI Analysis’s evaluation.
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It forecasts that OTT might be a Rs 12,000-crore market by 2023 – rising at a compound annual progress (CAGR) of 36% from Rs 2,590 crore in 2018 – on the again of the pandemic and a shift in shopper behaviour.
In keeping with a report by Bernstein printed in September, there are round 5 million Prime subscribers in India.
Prime customers are amongst Amazon’s most lively prospects, and its video service is taken into account a big a part of its enterprise flywheel. Amazon founder Jeff Bezos famously stated, “When we win a Golden Globe, it helps us promote extra sneakers.”
“India is popping into an innovation hub for Prime Video,” stated Kelly Day, vp, worldwide, Prime Video. “An initiative like Prime Video Cellular Version, that had its genesis in India, is now being rolled out throughout a number of international locations in Latin America and South East Asia. We’re assured that the brand new Prime Video Cellular Version annual plan will additional assist speed up the expansion of our India enterprise and provides a fair bigger buyer base entry to the high-quality content material on the service.”