Prime Video India has well and truly sounded the bugle of competition. It has taken the Indian streaming wars head on, and has emerged as the foremost OTT platform in India. Internationally, rival streamer Netflix leads by a comfortable margin. But the India streaming story is another beast altogether. And Prime Video is head and shoulders above all streaming platforms in India, save for Disney Plus Hotstar (the IPL effect).
Very early on, Prime Video India realised the value that Indian viewers give to films and cinema. For a majority of Indian viewers, OTT means being able to watch the latest films in every language from the comfort of their homes. Consequently, Prime Video became the pioneer of direct to digital releases on OTT. Who can forget the shock and surprise that gripped the Indian entertainment industry when, back in 2020, Prime Video became the first to announce a slate of 7 films that would skip theatres and release directly on Prime Video.
Now, Pandemic-related lockdowns are a thing of the past, and audiences have enthusiastically returned to the theatres. But the lure of watching the latest films on OTT lingers still.
Prime Video has made the first move there too. It is on a deal-signing spree with major film companies in India. In less than a month, Prime Video has announced post-theatrical streaming deals with Karan Johar’s Dharma Productions, Ajay Devgn Films, Aditya Chopra’s Yashraj Films (YRF), Farhan Akhtar – Ritesh Sidhwani’s Excel Entertainment and Sajid Nadiadwala’s NGE Films (aka Nadiadwala Grandson Entertainment).
In one broad stroke, Prime Video has grabbed all the prestigious film production banners in India, and all their upcoming films. It has covered everything that needs to be covered. And Netflix is left dusting off the aftermath of these significant developments.
Let alone Indian cinema. Prime Video India beats Netflix India by miles when it comes to Indian original web shows. Name any popular Indian web show franchise, and it will be a Prime Video property. With careful consideration and thoughtful thinking, Prime Video has managed to build an enviable armory of series franchises. Mirzapur, The Family Man, Inside Edge, Pataal Lok, Panchayat, Made In Heaven, Breathe Into The Shadows, are all shows that audiences have loved, and wait with breathless anticipation for their next seasons.
In contrast, Netflix doesn’t have even a single Indian original show that can be called a successful franchise. Sacred Games had the potential, but the makers messed up badly in Season 2. Delhi Crime is the only Netflix Indian original that viewers are waiting for somewhat.
Prime Video doesn’t believe in showing off how woke it is, unlike Netflix. It believes in putting their ear to the ground, listening to what the Indian viewer wants, and then giving them that – be it films or TV shows. No one can dispute the fact that Prime Video’s recent OTT decisions make sound business sense.
And if Netflix India doesn’t buck up, it won’t be long before it’s game, set and match for Prime Video.