With 1.33 billion people, India is the second-largest country in the world by population after China. Amazon Jan. 13 launched a new $1.20 monthly mobile-only video streaming plan targeting the country’s 1.1 billion cellphone users.
The service is through a partnership with wireless carrier Bharti Airtel, offering prepaid subs video streaming for 89 rupees ($1.20) a month after a 30-day free trial. The offer also includes 6 gigabytes of data. Airtel has about 300 million subscribers.
“We want to democratize the access to content and through this unique offering reach hundreds of millions of users,” Gaurav Gandhi, director and India head for Amazon Prime Video, told Bloomberg.
Gandhi said that about 85% of Internet access in India is done through mobile devices with 90% of all mobile subs using prepaid plans. Netflix India currently offers a mobile-only plan for 199 rupees ($2.72) while Disney+Hotstar offers basic service for 99 rupees ($1.35).
India’s streaming video market is projected to reach $4.5 billion through 2025, according to research firm Media Asia Partners, which added that local original streaming content approached $700 million in 2020.
Amazon, which reportedly is looking to bid for Italian Serie A professional soccer, is also eyeing Indian Premier League cricket, which Disney Hotstar holds the carriage rights to through 2023.