Streaming is Seeing Phenomenal Growth in India; a Large Part of That Growth is Coming from Outside Metros – Sushant Sreeram, Country Director, Prime Video India
7 min readExcerpts from a panel dialogue at FICCI FRAMES 2024 with Sushant Sreeram, Country Director, Prime Video India
Streaming is Seeing Phenomenal Growth in India; a Large Part of That Growth is Coming from Outside Metros – Sushant Sreeram, Country Director, Prime Video India
We wish to handle clients throughout the spectrum of accessibility, affordability, language and leisure wants; clients will all the time recognize nice worth, nice choice, and comfort
Our content material investments are guided by the truth that we wish to serve clients with nice cinematic high quality storytelling
MUMBAI, India — March 6, 2024 — In a extremely partaking panel curated on the opening day of FICCI FRAMES 2024 titled ‘Reinvent: Navigating the Future of the Media and Entertainment Industry’,Sushant Sreeram, Country Director, Prime Video India delved into the dynamic panorama of the streaming business in India, exploring progress tendencies whereas highlighting Prime Video’s enterprise and content material commissioning technique.
Prime Video FICCI Frames
Moderated by Ashish Pherwani, Partner, Ernst and Young, the panel started with a keynote from Sanjay Jaju, Secretary, Ministry of Information and Broadcasting. In addition to Sushant Sreeram, the panel noticed the participation of business leaders from a number of M&E sectors, together with Gaurav Dwivedi, Chief Executive Officer, Prasar Bharti, Kevin Vaz, Chair, FICCI Media and Entertainment Committee, and Chief Executive Officer – Broadcast Entertainment, Viacom 18; Sandhya Devanathan, Co-Chair FICCI Media and Entertainment Committee, and Vice President and Head, Meta India; Arjun Nohwar, Co-Chair, FICCI Media and Entertainment Committee, and General Manager – India & South Asia, Warner Bros. Discovery and Shripad Ashtekar, Chairman & Managing Director, Signpost India.
Responding to a query on key tendencies throughout SVOD, TVOD and AVOD enterprise fashions, Sushant mentioned, “Streaming is seeing phenomenal progress in India. It has, in reality, develop into a dominant use-case for web in the nation, and a massive half of that progress is coming from exterior the metros. We have about as many individuals streaming content material in India, as these watching linear TV. This is a very important inflection level for the video streaming business in India.”
He went on to share, “Another key level to notice is that there is nobody single buyer for streaming, our clients sit throughout the spectrum of accessibility, affordability, and the languages in which they like to devour leisure. Therefore, our technique for constructing options for India has all the time been to deal with “AND” options, moderately than making selections between “this” or “that”. That is precisely why Prime Video’s leisure hub – the place all of the totally different VODs come into play, continues to do extremely effectively. In reality, India is one of the frontrunners on new buyer adoption for Prime Video globally. Also, our Channels proposition, the place customers get entry to content material from standard streaming providers with add-on subscriptions, has grown effectively, with greater than 20 companions on the service. Further, our Movie Rentals service the place customers – each Prime members and people who aren’t but Prime Members, can hire motion pictures ala carte, is seeing nice client uptake throughout the nation. Mini TV, Amazon’s free ad-supported service, additionally posted regular nice progress in 2023. When we take into consideration how one can serve India, we prioritize what is essential for purchasers – nice worth, nice choice, and comfort. It is true for what we do at Amazon total and the identical holds true for Prime Video as effectively.”
Responding to a query on the fee of content material, Sushant spoke concerning the reality Amazon and Prime Video is invested for the long run in India. Elaborating on the identical, he mentioned, “It is essential to position this in context – our funding thesis is constructed on growing this class over a pretty lengthy interval of time. That’s the time horizon that we function with for all our investments at Amazon, and the identical holds true for Prime Video. The second is that we wish to create a class of nice cinematic storytelling and we all know that customers worth that. We realized that creating an ecosystem throughout the board, not simply the service, however creators and the technical ecosystem is an funding that is effectively made.”
He went on so as to add, “the opposite factor about our funding thesis is that we have a look at it via the lens of how we carry in clients to take pleasure in this multi-benefit proposition for Prime, which is a distinctive proposition for purchasers and Prime Video is a half of that. That modifications how clients consider what is worth for cash, and that provides us the impetus to proceed to make investments. And lastly, we wish to make all the good tales that we will, however we understand that we will’t make all of them. We’re subsequently all the time excited concerning the collaborations that we will forge, with creators, Channel companions and studios to construct out a true video leisure market. The proven fact that Prime Video has near 100 initiatives proper now in varied phases of manufacturing and growth is a clear indication that there is urge for food for nice tales in the nation!”
To wrap up the extremely partaking session, every participant was requested their Mantra for 2024, to which Sushant replied, “For us it’s nonetheless Day 1!” Day 1 is each a tradition and an working mannequin that places the shopper on the middle of every little thing Amazon does. Day 1 is about being consistently curious, nimble, and experimental.
XXX
ABOUT PRIME VIDEO
Prime Video is a premium streaming service that provides Prime members a assortment of award-winning Amazon Originals, 1000’s of motion pictures and TV reveals—all with the benefit of discovering what they love to observe in one place.
Prime Video is only one of the various advantages of a Prime membership, out there for simply ₹1499/ 12 months. Amazon Prime is designed to make your life higher each single day because it supplies one of the best of procuring, financial savings, and leisure in one single membership. In India, members get Free Same-day/1-day supply on eligible gadgets, entry to unique offers, early entry to procuring occasions, unique entry to our international procuring occasion Prime Day; and limitless entry to award-winning motion pictures & TV reveals with Prime Video, limitless entry to greater than 100 million songs, ad-free and tens of millions of podcast episodes with Amazon Music, a free rotating choice of greater than 3,000 books, magazines and comics with Prime Reading, entry to month-to-month free-in sport and advantages with Prime Gaming. Prime members can even earn limitless 5% cashback on all purchases on Amazon.in utilizing the Amazon Pay ICICI Bank bank card i.e., Co-Branded Credit Card (CBCC) as in comparison with 3% for purchasers with out Prime membership. Go towww.amazon.in/prime to be taught extra about Prime.
- Included with Prime Video:Thousands of acclaimed TV reveals and films throughout languages and geographies, together with Indian movies comparable toShershaah,Soorarai Pottru,Sardar Udham,Bawaal,Gehraiyaan,Jai Bhim, Jalsa,Shakuntala Devi,Sherni, Narappa, Sarpatta Parambarai, Kuruthi, Joji, Malik,Pippaand#HOME, together with Indian-produced Amazon Original collection likeFarzi, The Family Man, Mirzapur, Dhootha, Jubilee, Dahaad, Made in Heaven, Panchayat, Jee Karda, Adhura, Four More Shots Please!, Mumbai Diaries, Suzhal – The Vortex, Sweet Kaaram Coffee, Modern Love, Paatal Lok, Bandish Bandits, Cinema Marte Dum Tak,AP Dhillon: First of a Kind,Rainbow Rishta, Wedding.con, Mission Start Aband Amazon Original motion pictures likeMaja Ma,Ammu, Mast Mein Rehne Ka,amongst others. Also included are standard international Originals likeCitadel,The Lord of The Rings: The Rings of Power, Reacher, Tom Clancy’s Jack Ryan, The Boys, Hunters, Fleabag, The Marvelous Mrs. Maisel,The Wheel of Timeand lots of extra, out there for limitless streaming as half of a Prime membership. Prime Video contains content material throughout Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Bengali.
- Prime Video Mobile Edition:Consumers can even take pleasure in Prime Video’s unique content material library with Prime Video Mobile Edition at ₹599 per 12 months. This single-user, mobile-only annual video plan provides everybody entry to high-quality leisure solely on their cell units. Users can sign-up for this plan by way of the Prime Video app (on Android) or web site.
- Instant Access:Prime Members can watch wherever, anytime on the Prime Video app for sensible TVs, cell units, Fire TV, Fire TV stick, Fire tablets, Apple TV, and a number of gaming units. Prime Video is additionally out there to customers via Airtel and Vodafone pre-paid and post-paid subscription plans. In the Prime Video app, Prime members can obtain episodes on their cell units and tablets and watch wherever offline at no further price.
- Enhanced experiences:Make essentially the most of each viewing with 4K Ultra HD- and High Dynamic Range (HDR)-compatible content material. Go behind the scenes of your favorite motion pictures and TV reveals with unique X-Ray entry, powered by IMDb. Save it for later with choose cell downloads for offline viewing.
- Video Entertainment Marketplace:In addition to a Prime Video subscription, clients can even buy add-on subscriptions to different streaming providers, in addition to, get rental entry to motion pictures on Prime Video.
- Prime Video Channels: Prime Video Channels provides friction-free and handy entry to a wide selection of premium content material from a number of video streaming providers all out there at a single vacation spot – Prime Video web site and apps. Prime Members should purchase add-on subscriptions and revel in a hassle-free leisure expertise, simplified discovery, frictionless funds, and extra.
- Rent: Consumers can take pleasure in much more motion pictures from new releases to traditional favourites, out there to hire – no Prime membership required. View titles out there by visitingprimevideo.com/store. The rental vacation spot will be accessed by way of the STORE tab onprimevideo.comand the Prime Video app on Android sensible telephones, smart-TVs, linked STBs, and Fire TV stick.
About Author
