Amazon Prime Video introduces a bundling service in India, offering Discovery and Mubi videos.
New Delhi: Amazon Prime Video launched a bundling option for global and local streaming services in India on Friday. This means that Amazon Prime Video users will be able to watch content from multiple over-the-top (OTT) video streaming platforms.
Gaurav Gandhi, the head of Amazon Prime Video in India, stated that the Amazon Channels service will allow customers who use the company’s flagship loyalty program, Prime, to subscribe to multiple streaming apps from a single interface.
We believe that, in addition to solving customer problems… multiple apps, multiple log ins… it also solves a lot of problems for our partners, as they will be able to benefit from Prime Video’s reach and ubiquitous distribution,” he told Reuters.
To offer the bundle service in India, Amazon Prime Video has partnered with streaming apps such as Discovery Inc, Lions Gate Entertainment Corp, and Mubi.
Furthermore, India will be the 12th country where Amazon will begin offering bundled services. Prime members are likely to have first access to the new bundling service.
Customers who choose a premium membership that includes free delivery, early access to deals during sales, and free music and video streaming currently pay Rs 999.
The launch of the Amazon Prime Video bundling service comes at a time when competition from global and domestic rivals in an important market has increased in recent months.
In India, the OTT platform also offers sports betting. For example, it has acquired the rights to broadcast Indian cricket matches in New Zealand. While it remains to be seen how the collaboration will work, experts believe the company will benefit from the move.
