The ambition of Amazon does not know any limits. It started as an online bookstore. It became the world’s largest online marketplace. It also provides cloud computing services in the form of AWS. It has also ventured into space technology in the form of Blue Origin. Amazon even ventured into the entertainment business in the form of Amazon Studios. With Amazon Prime Video it also became an OTT platform as well.
Now it looks like Amazon is not happy with just being an OTT platform. Now it is venturing into the marketplace for OTT platforms as well.
Amazon becomes India’s 1st OTT Aggregator Platform
Amazon has turned OTT distributor in India, with the launch of ‘Prime Video Channels’. With this platform, Amazon has now become a video content marketplace for Prime members. It will now be streaming content from eight OTT players: Lionsgate Play, Discovery Plus, DocuBay, Eros Now, MUBI, Shorts TV, Hoichoi, and Manorama Max.
These other OTT platforms in the OTT space will now have an advantage of Amazon Prime’s customer base. According to Amazon, a single platform for multiple video streamers gives customers the convenience of not having to switch between apps and managing multiple payment cycles.
“What we are creating is a marketplace for entertainment video content, where customers can watch several services on Prime Video itself, the pain point we solve is to have a unified discovery of content that customers can now embark on, using their Prime membership and login, and obtain this as an add-on,” said Gaurav Gandhi, Country Manager (India), Amazon Prime Video.
It should be noted that India is not the first market where these new services have been launched. Before India, the services are available in 11 markets. At Prime Video Channels rates as introductory offers the individual streaming services vary from Rs 299/year (Discovery Plus), to Rs 1,999/ year (MUBI).
Three-fold growth in two years for Amazon Prime Video
Amazon expecting the OTT market to grow by many folds in upcoming years. “In three to five years’ time, there will be as many people streaming video as there will be those watching TV,” said Gandhi.
“In the last two years, we have grown three times in terms of viewing hours in India. The country is among the fastest-growing marketplaces for not just watching video content but subscribing to content thereby choosing to pay for it,” he added further.
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