Launched in collaboration with telecom company Bharti Airtel, Amazon Prime Video has announced its first mobile-only plan in the world, starting with India. The move comes more than a year after Netflix, the leading player in OTT platforms in India had launched a mobile-only plan priced at Rs 199 to cater to smartphone users in the country.
Only prepaid customers of Airtel will be able to access Amazon’s plan worth Rs 89 in a various forms-a 30-day free trial that may be accompanied by a 28-day plan for Prime Video content with 6GB of storage.
“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.
“Netflix may have started the trend but its customers, belonging to a more upper-class segment are likely to be screen-agnostic and moved to TV sets especially over the course of the pandemic as broadband penetration evolved,” Mihir Shah, vice-president at research firm Media Partners Asia (MPA) said.
As per the MPA report, Netflix accounts for 14 per cent of India’s overall online video revenue market, while Amazon accounts for 7 per cent.
Sameer Batra, Director, mobile business development, Amazon, said this partnership marks the deepening of the strategic relationship between Amazon and Airtel.