The western entertainment market seeks its own market niche in India as well. Amazon, for example, has just introduced a new level for Prime Video in India called Prime Video Mobile Edition. This, available with an annual subscription, costs 599 Indian rupees, the equivalent of €7.30. Competition in the country is particularly fierce, with giants such as Netflix e Hotstar (Disney properties) which currently share the market.
Recently Netflix lowered the subscription price in India. After two years in the country, the company had in fact noticed a sharp decline in subscriptions. In fact, initially the service cost 499 rupees (just over €6) per month. Currently the Basic subscription – with video resolution limited to 480p – is instead offered a 199 rupees (€2.43) monthly.
The annual subscription to Disney + Hotstar, with around 50 million subscribers in India and Southeast Asia, costs 899 rupees (€10.98) and a little more – around $ 11 – in South Asia.
According to reports from Amazon, Prime Video Mobile Edition, usable only by mobile devices and which limits the video resolution to standard definition, found “an incredible response” from Indian consumers. According to Amazon, the service is an example of “global innovation”. Nevertheless the company has not published official subscription numbers. The mobile edition, now available from the Amazon app and website, was previously provided in partnership by a local telecom operator.
Despite the efforts of the big giants, the entertainment market in India is dominated by YouTube, with over 520 million active users per month. TechCruch reports that YouTube remains the most used on-demand streaming service in the country.
“India is one of our fastest growing markets in the world,” he said Kelly Day, VP di Prime Video International. “Our success in the country can be attributed to innovations focused on creating an exceptional entertainment experience for customers.”
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