Amazon India launched various add-on channels for Indian viewers on Prime Video in September last year. The main goal behind this step was to make the streaming experience comfortable and rewarding for Indian viewers by freeing them from the struggle of remembering multiple usernames and passwords. A single destination giving access to multiple OTT platforms and their respective premium content to streamers. It sounds so good, right? However, more than a year has passed since Prime Video made this announcement. Yet, all the add-on channels on the streaming platform are struggling to perform well in India.
There are plenty of add-on channels on Prime Video like Discovery+, Lionsgate Play, Eros Now, MUBI, and many more. They offer their content to Indian viewers at discounted prices as part of their add-on deal with Prime Video. In addition to this, they have tried several other methods to popularise themselves in the country. Yet, they have not managed to win the hearts of the Indian masses.
These add-on channels have a lot of problems on their respective plates. First, let’s talk about the lack of Indian desi content on these platforms. We have witnessed plenty of OTT platforms arriving, struggling, and giving up while trying to spread their roots in the country in the last 7-8 years. Only those survived who bestowed quality Indian shows (in various Indian languages) to the masses. Also, they had entertaining and exhilarating foreign content to offer.
But when we look at the add-on channels on Prime Video, the situation is quite pathetic. There is not a single Indian original show or movie on these platforms that is worth remembering. Their existence relies only on old blockbusters or classic shows they have in their respective arsenals.
Prime Video is also kind of responsible for the dire health of these add-on channels. How? Well, the streaming service charges its users Rs. 1499/year in return for the prime membership. For Indian people, this amount is high. That’s why they don’t like to spend extra money on buying add-on subscriptions. Furthermore, a large portion of Prime Video subscribers even believes that they deserve to watch the add-on content for free. It seems like the streaming service is indirectly eating up these add-on channels from the inside.
Also, a lot of OTT platforms, including the add-on channels on Prime Video, have heavily started providing giveaways to people. All we have to do is just sign-up for these OTT services and follow their pages on social media. But let’s be honest here. These tactics are not enough to ensure their survival, especially in a country like India. The executives of these add-on channels must think about developing fresh and quality Indian content for the masses rather than promoting these stupid giveaways.
The add-on channels on Prime Video have a lot to do. Most importantly, they must focus on creating quality Indian desi shows for their viewers. Otherwise, their future looks horrible.
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