The global battle between Netflix and Amazon for a larger share of TV and movie viewership is all set to play out in India. Eleven months after Netflix launched its services in India, e-commerce giant Amazon has now launched its subscription-based service Amazon Prime Video.

While Netflix has so far focussed on English programming, Amazon is trying to reach the masses quicker with a huge focus on localised content. Netflix is priced between ₹500 and ₹850 a month. Amazon Prime Video is available at a flat fee of ₹499 a year as part of the Prime membership plan. The Prime membership offers subscribers with services like free delivery of select products sold on Amazon, on a priority basis, along with an early access to lightning deals.

“Our existing Prime member can look for compelling content at a competitive price,” Time Leslie, Vice President, Amazon Instant Video, International told BusinessLine .

Amazon has stitched up deals with leading production houses in India as a part of its localisation bid. These include tie-ups with Karan Johar’s Dharma Productions, SS Rajamouli, and T-Series, among others.

For children’s content, the company has a deal with Green Gold Animation, the creators of the popular Chhota Bheem .

“India has vibrant entertainment industries and we have made multiple Indian original shows,” said Roy Price, VP and Head of Amazon Studios.

Analysts said the competition between the two will be tough. Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research, said: “Amazon as an ecommerce firm has a deep understanding of consumer experience and huge data analytics experience. Unlike its competitors it doesn’t have to spend on customer acquisitions.”

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