And that’s why we started very early this journey of programming for 10 languages and really becoming a local service for each of those customer segments,” said Gandhi.
“We’ve been very focused on one thing that in this journey of entertaining India, we truly have to be a service for all of India, and not just a segment of India. India has 23 official languages and thousands of dialects and Amazon Prime Video’s strategy from the outset was to cater to as many of them as possible.
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While Gandhi declined to reveal subscriber numbers, a 2021 market report from research firm Media Partners Asia states that together, Disney Plus Hotstar (51 million), Prime Video (22.3 million) and Netflix (6.1 million) account for 80 million paying subscribers in India. “The idea is to get the Zeitgeist to the customer, to make them aware and get them into pay services like Prime Video, but do it in a manner that they feel the content for them is relevant and do it in a consistent beat,” said Gandhi. The service now reaches 4,500 post codes, or 99% of India’s population, Gandhi said.
These are available directly from Amazon, with telecom providers or multichannel video programming distributors like Tata Sky or Jio Fiber. On the distribution side, Prime Video has annual, monthly and quarterly plans alongside mobile-only plans, which have just been significantly increased. “You don’t have to market everything to everyone, but when you do, it’s to that whole customer segment across the country,” said Gandhi. The marketing of the originals and films is wide, but focused, looking at taste profiles of particular shows and the segments that they cater to. And there will be certain movies, which will make a call to come straight to streaming, as customers’ choices and habits change.” Movies will go to theaters and will come to us in a few weeks. “That said, as life goes forward, I believe both models will coexist. “Both from the point of view of impact, or reach, and commercially, this is a now a very viable alternative,” said Gandhi. 1” to the more cerebral “Sherni.” Cinemas have now reopened across India. The strategy there too is to offer a breadth of programming ranging from the mass market oriented “Coolie No. “We made a selection of stories to widen our customer segments because heterogeneity is not just in languages, but also in age groups and taste preferences,” said Gandhi.ĭuring the pandemic, Amazon became a pioneer in taking made-for-theatrical release Indian films and debuting them directly on the service, with 49 of them bowing so far.
The service currently has some 70 shows in development.
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Gandhi cites the examples of successful thematically diverse originals including the cricket saga “ Inside Edge,” and “ Made in Heaven,” which is set in a marriage bureau, both of which were Emmy-nominated rural gangland focused “Mirzapur” Indian classical music based “Bandish Bandits” independence struggle show “The Forgotten Army” spy drama “The Family Man” and village politics series “Panchayat” to illustrate the breadth of commissions. “We are very clear that in the world of creating originals, we have to have a diverse set of choices we make about the stories we want to tell.” “There are three aspects of going deep - there is content, there is how we market it and there is distribution,” Gaurav Gandhi, country head, Amazon Prime Video India, told Variety. To mark the occasion, the service is planning further growth in the fiercely competitive India market with a “deep” strategy. Wednesday marks the fifth anniversary of Amazon Prime Video launching in India.
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