Cut-throat competition among Hotstar, Netflix, Amazon Prime in movie-mad Indian market

November 14, 2018

Chennai: The movie-hogger Indian youth is compelling the online streaming giants to overtake each other in a race to win over viewers. From school and college going students to passengers in the metro, trains, cars and flights, all are hooked on to their mobile or tablet screens with earphones on. Once a person has started the first episode of an interesting show, she or he cannot help binge-watching the entire series. Amazon Prime, Hotstar and Netflix are in a tough competition in the booming movie-mad Indian market. Hotstar, which is a part of Murdoch’s 21st century Fox Inc., has acquired the rights of streaming cricket videos, but Netflix and Amazon Prime are investing to woo more users.

“Prime Video is to India what same-day or next day shipping is to the US,” Amit Agarwal, Amazon’s India Chief said in an interview with Livemint. “It is a unique market with 700 million phone users.”

According to a report in Livemint, for Netflix, which is in nearly half of all American households, India could hold the key to international expansion through the next 100 million new subscribers. Chief Executive Officer Reed Hastings acknowledges that India is a tough market and those new users will not come easy.

The competitive fight among the online streaming giants is attributed to the millions of viewers whose numbers are increasing every single day.