Amit Agarwal, country manager, India, said: “We are making big investments in creating original content because we see a very strong adoption of video watching amongst new customers. And we see a lot of customers become Prime members starting with video and people who start with shopping, engage with Prime very quickly.”
At present, Prime Video now offers content across six Indian languages: Hindi, Tamil, Telugu, Bengali, Marathi and Kannada. Analysts believe that by 2022, Prime Video will become the world’s second largest streaming service with 178 million members, and Amazon is looking at a major chunk of users from India.
Agarwal added: “Prime Video is a very core benefit of the Prime programme. We are very excited how Prime is catching up in India. While we keep talking about how the first 100 million customers are engaging with Amazon, now we are focused on getting the next 100 million customers from India, scaling up Prime membership to next level.”
Amazon Prime is witnessing a rapid adoption of Prime service and the membership has now spread across more than 1,000 cities.
Agarwal said: “It’s not just an urban phenomenon and it has found acceptance across the country. In October, the service grew 120% compared with last year. One of the reasons we are adding regional content rapidly is to get to the next hundred million customers faster. In India, we want to be the place which transforms how millions of customers shop and entertain themselves.”