Amazon Prime Video has been launched in India on December 14, 2016. It will battle out against the likes of Netflix and Hotstar. It has launched with local content like 17 Indian shows and many other latest Indian movies in addition to the original Amazon series.
As far as pricing goes Amazon has has given a hard punch to its competitors. At INR 499 the price is less than INR 40 per month. Netflix has lowest plan of INR 500 and Hotstar starts with INR 199 per month. Clearly this will help in high subscriptions initially for Amazon Prime Video. The icing on the cake is Amazon Prime feature for Amazon.in buyers.
As far as content is concerned Amazon Prime Video has to go a long way. Amazon has earmarked close to INR 2000 crores for content which is higher than annual programming budget of top three GEC channels, according to reports. Amazon is said to be in race for IPL rights which shows the long term plans.
Mobile app is running good on all major devices. But other platforms like Playstation or XBox cannot be used for streaming content in India as of now unlike some other countries. The content in India is very much censored to avoid any legal conflict with ministry.
Amazon prime Video has a long way to go in terms of content, non-mobile platform compatibility etc. For the start it has good content for beginners and gaining grounds in the mass market.