Let’s go back to the start of 2016, when Netflix launched its services in India. The online streaming experience witnessed a reported four-fold increase in its user base in the past few months. However, as with any market with the potential of India, where Internet users continue to increase by the minute, competition can be expected.
Enter Amazon, the multibillion dollar conglomerate with its Prime Video service, launched at the end of 2016. The battle between these heavyweights will determine the future of the Subscription Video on Demand (SVoD) market in India. We attempt to present to you the factors which are central to the respective expansion of these entities.
Netflix offers three types of packages in India priced at Rs. 500, Rs.600 and Rs. 800 per month. In comparison, Amazon Prime Video has released its services priced initially at Rs. 499 per year, the first month being free. Its users are paying a nominal amount compared to their Netflix counterparts.
Add to this the fact that Netflix accepts only card payments, while Amazon is accepting cash-on-delivery for users, and you see why Netflix faces stiff competition from Amazon.
Netflix scores big with its eclectic content of both mainstream and independent films, in addition to original content like Narcos, Orange is the New Black, and House of Cards, which have gained popularity. The browsing experience is also impressive with TV shows being categorized for easy access.
When it comes to content, Amazon Prime Video offers good content as well, with its own originals like Mozart In The Jungle and Man In The High Castle. Amazon has also secured local content deals with prominent Indian film studios like Dharma Productions, Vishesh Films and T-Series, with the clear target being the mainstream audience.
We will keep tracking the latest developments in this battle for video streaming supremacy as these companies make bigger moves to outdo the other. Till then, one thing is for sure – the ultimate winner is the Indian audience.