Amazon’s ambition knows no bounds. It began as an online bookstore. The company became the world’s largest online marketplace. AWS provides cloud computing services as well. In the form of Blue Origin, it has also ventured into space technology. Amazon has even ventured into the entertainment business through Amazon Studios. With Amazon Prime Video, it became an OTT platform as well.
Now it seems Amazon isn’t content with just being an OTT platform. It is now entering the market for OTT platforms as well.
Amazon becomes India’s 1st OTT Aggregator Platform.
With the launch of Prime Video Channels, Amazon has become an OTT distributor in India. Prime members now have access to Amazon’s video content marketplace. The service will stream content from eight OTT players: Lionsgate Play, Discovery Plus, DocuBay, Eros Now, MUBI, Shorts TV, Hoichoi, and Manorama Max.
OTT platforms in the OTT space will now have access to Amazon Prime’s customer base. In Amazon’s opinion, a single platform for multiple video streamers saves customers the hassle of switching apps and managing multiple payment cycles.
Gaurav Gandhi, Country Manager (India), Amazon Prime Video, said that the company was developing a unified discovery of content that customers will embark on, using their Prime membership.
The launch of these services in India is not the first in the world. In addition to India, the benefits are available in 11 other markets. Prime Video Channels rates as introductory offers range from Rs 299/year (Discovery Plus) to Rs 1,999/year (MUBI).
Three-fold growth in two years for Amazon Prime Video
In the coming years, Amazon expects the OTT market to grow many folds. Gandhi predicted that there will be as many people streaming video as there will be watching television in three to five years.
“We have more than tripled our viewing hours in India in the last two years. “The country is among the fastest-growing markets for not just watching video content, but also subscribing and paying for it,” he said.