For years, Amazon Prime Video was seen as a strong and stable player in India. It offered a wide mix of content and came bundled with shopping benefits. But the latest data shows a clear shift in preferences. Netflix now has around 92 million monthly users in India, while Prime Video has dropped to about 67 million. More importantly, Netflix has grown about 10 percent in the past year, while Prime Video has declined by nearly 17 percent.
One major reason is ads. Prime Video introduced ads even for paying users and asked them to pay extra to remove them. This changed the experience from premium to interrupted. At the same time, users felt the effective price had increased, which pushed them to compare other platforms.
Content is another factor. Netflix has steadily invested in Indian stories and built a strong mix of regional, Hindi, and global content. This has helped it grow consistently over the past three years, while Prime Video has seen a drop in users during the same period.
The market itself is also changing. India now has about 1.45 billion OTT users, and people are using multiple platforms instead of sticking to one. This means users are choosing platforms based on what they actually watch, not just what they get in a bundle.
In the end, the shift is simple. Prime Video became less valuable for many users, while Netflix became more relevant to watch regularly.