Amazon Prime launches movie rental service in India – Technology

MUMBAI (Reuters) – Amazon’s Prime Video launched a movie rental service in India on Thursday, promising to release more than forty original series and movies over the next two years in a key market.

The world’s second most populous nation with a population of nearly 1.4 billion, India is a valuable market for Amazon and rivals Netflix and Walt Disney Co’s Disney+ Hotstar.

“We are excited about the launch,” Gaurav Gandhi, head of Amazon Prime Video India, said at a reception, adding that the service would expand customer reach and choice. This allows them to pay per movie, instead of a monthly fee.

The move comes five years after the US tech giant launched its streaming service in India, and the company said it plans to more than double its investment in Prime Video over the next five years, but doesn’t did not give any numbers.

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The company has unveiled plans for 41 original series in three Indian languages, with some to be produced by top Bollywood directors such as Karan Johar and Zoya Akhtar.

Amazon has invested heavily in acquiring and producing local content in India, where, founder Jeff Bezos said in 2020, Prime Video was doing better than anywhere else in the world. Amazon does not break down the number of users by country.

It is also set to take on heavyweights such as India’s Reliance Industries, Sony Group Corp and Disney in the battle for exclusive digital broadcast rights to the hugely popular Indian Premier League (IPL).

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