However, the American e-commerce giant’s content plans were in motion well before the launch, and by the looks of it, Amazon Prime Video will be depending heavily on India’s love for cinema—Bollywood and regional. The OTT service provider went on a deal signing spree and currently has long-term output deals with Karan Johar’s Dharma Productions, Mukesh Bhatt’s Vishesh Films and Bhushan Kumar led T-series. Apart from this, Amazon also has movies in Marathi, Bengali, Tamil and Telugu.
Experts believe that the content strategy employed by Amazon could work, now that the pricing they have announced is so competitive. However, there are doubts over the success of the output deals, in terms of customer retention and stickiness. “While recent Bollywood titles are an attraction for sure, I think what will ultimately work in its (Amazon’s) favour is the pricing. So the question to ask is whether this content is good enough to retain viewers when they ultimately increase the price?” says an executive from the industry.