Amazon is doubling down on one of the biggest strengths of Prime Video streaming service: Aggressive pricing.
The e-commerce giant on Wednesday launched Prime Video Mobile Edition, an even more affordable tier of the on-demand video streaming service — now also bundling additional perks.
Prime Video Mobile Edition, for which Amazon has partnered with Indian telecom network Airtel, will feature 28-day mobile-only, single-user, standard definition (SD) access to customers in India for Rs 89 ($1.22). This tier will also include 6GB of mobile data that customers can consume during the subscription period. To anyone who subscribes to Prime Video Mobile Edition, Amazon says it will pick the tab for the first month.
The new Prime Video plan is currently only available in India. Its launch comes two years after Netflix unveiled a similar plan in India.
Affordable pricing is key for on-demand steaming services that are looking to make inroads in India, the world’s second largest internet market. Even as more than 700 million users are online in the country today, only a fraction of them currently pay to access digital subscriptions. In a recent report to clients, analysts at Goldman Sachs estimated that gaming, and video streaming market in India could clock as much as $5 billion in gross value transactions by FY25.
“India is one of our fastest growing territories in the world with very high engagement rates. Buoyed by this response, we want to double-down by offering our much-loved entertainment content to an even larger base of Indian customers. Given high mobile broadband penetration in the country, the mobile phone has become one of the most widely used streaming devices,” said Jay Marine, Vice President, Amazon Prime Video Worldwide, in a statement.
Airtel is the first roll-out partner for Prime Video Mobile Edition, and it suggested that it may tie up with other telecom giants as it looks forward to “expanding the reach of our service to the entire pre-paid customer base in India,” said Sameer Batra, Director, Mobile Business Development at Amazon. No word on when or whether Amazon plans to extend Prime Video Mobile Edition outside of India.
More to follow…