Amazon Prime Video India Doubles Subs as First Original Series Launches July 10

20 Jun, 2017 By: Erik Gruenwedel

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Amazon Prime Video launched in India last December and has doubled its subscriber base in the past half-year, according to Nitesh Kripalani, director and country head, Amazon Video India.

In an interview with , Kripalani said “Inside Edge,” a drama set against the backdrop of professional cricket — a national pastime in India — will stream in more than 200 countries.

The series is among 18 original series slated by Amazon as it battles Netflix for market share in the world’s second largest population. In addition, Amazon — like Netflix — is courting local-language content, including movies and series in Telugu and Bengali, among others.

“We are going to see how it works with [subscribers] before we scale up,” Kripalani said. “We are discussing some deals with Tamil, Telugu, Bengali and Marathi content producers.”

Meanwhile, following Amazon’s launch in April of the Fire TV stick, subscriber adoption increased exponentially, with usage topping 1.75 billion minutes, according to the executive.

“If there was a large pay-TV operator with a significant customer base interested in giving its subs a [broader] experience, we would try and integrate Prime Video content with them,” he said.
 

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