Amazon's Prime subscription base in India has doubled since the launch of Prime video content last December, says Nitesh Kripalani, country head of Amazon Video India.
Amazon introduced its popular global program Prime in India last July while video content was launched five months later. Prime, a subscription based service, offers faster delivery of goods along with video content, including Amazon originals.
Since launch, Prime has been one of Amazon's top selling products in India, company executives have said. Amazon India head Amit Agarwal told TOI recently that one out of three purchases on its platform are by Prime subscribers. In India, it charges Rs 499 a year as fee for Prime subscriptions, while the same in the US is over Rs 6,000.
The company on Friday announced its first India original TV series, called Inside Edge, in collaboration with Farhan Akhtar's Excel Media & Entertainment. "Our first India original will be available from next month across 200 countries and we should be able to unveil four-five more India originals this year. We are continuing to invest in Prime videos since we have got good reactions from users. As of May, the number of hours spent per customer per month has doubled since launch," said Kripalani. The company is working with other production houses for exclusive content including Yash Raj Films.
While the company did not comment on investment figures for Prime videos in India, it is believed to be spending about Rs 1,500-2,000 crore in the first year.
Amazon videos competes with Netflix, which too is building a strong presence in India. - TOI