Kashmir Digits

Amazon Prime Video is all set to launch Prime Video Channels, a digital space that brings together premium content from multiple partners and makes all content available inside the Prime Video app.

For its India launch, Prime Video Channels has joined hands with eight content partners.

The list includes discovery+, Lionsgate Play, Docubay, Eros Now, MUBI, Hoichoi, Manorama Max, and Shorts TV.

The company will provide its subscribers the option for add-on subscriptions on Amazon Prime Video app and website so that they access the content of these streaming services.

The launch of Prime Video Channels is a step towards making Amazon Prime Video the preferred entertainment destination for customers in India, the company said in a statement.

“With the launch of Prime Video Channels, we now take the next big step in our journey to entertain India by creating a video entertainment marketplace first of its kind in India which will not only delight our customers by giving them even more entertainment choices, but also benefit the OTT Channel partners who collaborate with us to leverage Prime Video’s distribution, reach and tech infrastructure,” said Gaurav Gandhi, Country Manager at Amazon Prime Video India.

“They bring close to 10,000 titles across blockbuster content to art house cinema,” Chaitanya Divan, Head Prime Video Channels, Amazon Prime Video, said.

Introductory Plans:

At launch, the content partners are offering special introductory annual subscription plans to Indian users.

“Have launched with annual plans because we identified that annual plans have the highest value to customers. Over time we will track customer feedback closely and expand to monthly plans with time,” added Divan.

While content offering will increase, will Amazon Prime Video see changes on the platform?

“Prime Video is not going to change. Within the platform, users will see recommendations of partner content. If a user prefers English content then the person will be shown a recommendation from a partner. For example, say Lionsgate Play, and the user can click titles and start their subscription.” clarified Divan.

Prime members will be able to watch subscribed Prime Video Channels on the Prime Video app for smart TVs, mobile devices, Fire TV, Fire TV stick, Fire tablets, and Apple TV.

“From a customer point of view, it provides a hassle-free experience in terms of subscribing, paying, or discovering content. Globally, we are in this golden age of content today. But there is an explosion of choice and it becomes difficult for audiences to manage many different apps and accounts. And more than that content discovery is a challenge,” pointed out Divan while explaining the rationale behind launching Prime Video Channels.

Super App

Analyst Karan Taurani, Senior Vice-President at Elara Capital called this a big move.

“If you want to get your customer base higher you have to keep on adding value. So, adding fresh content, catalogue content is a way to add value. I am sure this is going to go a big way,” Taurani said.

However, the analyst doesn’t see such tie-ups happening with broadcaster OTTs like Disney+Hotstar, Zee Entertainment’s Zee5, or Sony LIV.