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Amazon Doubles Down on India Streaming Wars With Two-Platform Strategy
Amazon targets India's diverse streaming market with Prime Video for premium subscribers and MX Player for mobile users.
“India is a really heterogeneous and diverse country with customers having very different needs,” Gandhi said during the panel discussion moderated by Vivek Couto of Media Partners Asia, which organizes APOS. Prime Video dominates on living room devices, while Amazon MX Player reaches over 250 million monthly users, primarily on mobile. “Themes of inspiration and aspiration resonate with customers because these are people who really want to go up the socio-economic ladder, and rags-to-riches stories or content about an underdog’s journey strike a chord with their lives,” he said.
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