Amazon Prime Video recently announced a massive expansion of its streaming footprint in India, including 26 new and nine returning original series. The new original series are set to release over the next two years and Amazon plans to double its investment in Prime Video in India over the next five years.
While the scale of this investment is impressive, it’s not surprising. India has been a key market of focus for Amazon as the company seeks to grow its global subscriber base and we have already seen exceptionally high demand for its original series there.
As of Q1 2022, 15.9% of demand for streaming original series in India was for an Amazon Prime Video original, putting the streamer behind Netflix but comfortably ahead of a combined Disney+ Hotstar (Disney’s Indian brand subscription service) — according to Parrot Analytics‘ data, which takes into account consumer research, streaming, downloads and social media, among other consumer engagement.
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