Amazon India is now a content aggregator with the launch of prime video channels

Amazon Prime Video has become a content aggregator in India with the launch of Prime Video Channels on Friday, which will make eight other SVOD platforms available on its app and website. Prime Video customers will be able to access streaming services such as Discovery+, Lionsgate Play, Docubay, Eros Now, MUBI, Hoichoi, Manorama Max, and Shorts TV with add-on subscriptions, paying for the services they choose. This is similar to what Airtel Xstream app offers on its platform with Xstream channels.

Amazon has confirmed that it has plans to add many more channels to the platform. The Prime Video channels service is already present in 11 countries outside India and Amazon has more than 350 OTT partners globally. By giving access to different OTT platforms in one place, Amazon is making it easier for customers to avoid the juggle between multiple usernames, passwords, and billing due dates.

“Our journey in India over the past four-and-a-half years has taught us that customers here are hungry for content, and while we’re serving our own range of exclusive originals and movies, they may be demanding programming that goes beyond those. Acting as a marketplace for entertainment is the next step for us,”

said Gaurav Gandhi, country manager, Amazon Prime Video, India.

While the OTT partners get Amazon’s reach and distribution, the US company also takes care of all the back-end and technical responsibilities, Gandhi added. The channels tag will be available as a separate category on the Prime Video service. Users will also be able to use IMDb’s X-Ray feature and a single consolidated watch list and download library for offline viewing. Subscribers will also get the option to manage data consumption and much more across all their premium channel subscriptions.

Pricing of Prime channels:

• Discovery+ subscription can be bought at Rs 299/year
• DocuBay subscription can be bought at Rs 499/year
• Eros Now subscription can be bought at Rs 299/ year
• Hoichoi subscription can be bought at Rs 599/year
• Lionsgate play subscription can be bought at Rs 699/year
• manoramaMAX subscription can be bought at Rs 699/year
• MUBI subscription can be bought at Rs 1999/year
• Shorts TV subscription can be bought at Rs 299/year