Amazon has announced the launch of “Prime Video Channels” in India which offers distinctive content across diverse categories from different video streaming services at a single destination – Amazon Prime Video website and apps. Through add-on subscriptions, Prime members can enjoy content from 8 different premium OTT services. These include discovery+, Lionsgate Play, Eros Now, Docubay, MUBI, hoichoi, Manorama Max, and Shorts TV. Prime Video Channels eliminates the need to download multiple apps and use different logins to access content. Instead, users can use their Amazon Prime account details to log into Prime Video and from there subscribe to Channels of their choice, watch their preferred content and manage all their subscriptions from one place itself. Besides this, they can also search for their favourite content on Prime Video and get recommendations from across different Channels, make a unified watchlist, use the continue watching feature to pick up on their content, across devices, and even use IMDb’s X-Ray feature across all partner content.
Prime Video Channels was first launched 5 years ago in the United States and has since then expanded to 11 geographies (India being the 12th) and includes over 350 live channels across different regions. Its continued success and positive responses from partners, as well as, the audience, continues to drive its expansion.
Introducing #PrimeVideoChannels 🎉
Enjoy more of your favourite movies & shows, all on Amazon Prime Video, with easy add-on subscriptions! Welcome to the party 🥳@discoveryplusIN @ErosNow @lionsgateplayIN @hoichoitv @manorama_max @mubiindia @onetribedocubay @ShortsTVEurope pic.twitter.com/ZXChUlFv37— prime video IN (@PrimeVideoIN) September 24, 2021
Social Media Coverage
Prime Video Channels was launched under a lot of pomp and caught the interest of multiple brands. Prime Video created a lot of hype with engaging posts and content around a “big party”. While no one really knew about it early on, the big reveal impressed everyone. Other brands also wanted to join in on the party and gave full support to Amazon Prime Video.
This is a party that we'd surely like to invest in 😎! #JoinTheBiggestParty https://t.co/SwiEcBPsyz
— CoinSwitch: India's Largest Crypto App 🚀 (@CoinSwitch) September 24, 2021
We’d love to be the 9th guest to this party. The one who brings all the food 🥳
— zomato (@zomato) September 24, 2021
Woah! So many new movies and shows to watch on #PrimeVideoChannels! It legit makes us want to sing and celebrate with joy! https://t.co/H6haNtPsgU
— Smule India (@smuleindia) September 24, 2021
We hope couple entry is allowed 😉 #JoinTheBiggestParty https://t.co/msJh5sdz7x
— Jeevansathi.com (@Jeevansathi_com) September 24, 2021
Hello, just here to remind y’all that post-binge skincare hits different 🙃
With #PrimeVideoChannels, it's time to Binge Uncontrollably and Be WOW, Naturally!#BeWOWNaturally #LoveToWOW— WOW Skin Science India (@buywow_in) September 24, 2021
#PrimeVideoChannels is here which means your binge-watch time will surely spike. Might we suggest some delicious coffee brews to help you out? 🤔
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— Rage Coffee (@theragecoffee) September 24, 2021
Do you know what makes binge time better? Pizza, the answer is always Pizza! 🍕🍕#PrimeVideoChannels #HowzzatDominos https://t.co/jEBrshhOTy
— dominos_india (@dominos_india) September 24, 2021
The marketing campaign created hype amongst the audience and also ensured that the audience was involved in the process. These brands further amplified the launch in the most organic manner which soon became a moment marketing trend. Find out more about these channels and their prices below!
Prime Video Channels subscriptions
In order to make subscriptions even more attractive for users, channel partners are offering discounts ranging from 20 to 50% as an introductory offer. Users can access discovery+, with a subscription of Rs 299 per year and stream content from the libraries of Discovery’s main channel brands, as well as original series, and other acquired content such as Star vs Food and Secrets of Sinauli . Lionsgate Play subscription is available to Indian users at Rs 699 per year which gives you access to Premium Hollywood content across genres and all the billion-dollar movies that are associated with the platform partner. Eros Now subscription is available at Rs 299 per year which gives you access to over 12,000 movies in over 13 different languages.
To view documentaries from across the globe, DocuBay subscription is available for Rs 499 per year to Prime users while the original subscription is priced at Rs 999. Hoichoi subscription is priced at Rs 599 per year which offers diverse content in Bengali. World premieres, classics, you name it and this content library is here to fulfil all your binge-watching needs.
The subscription for ManoramaMAX, the first Malayalam OTT that showcases Entertainment and News content, is priced at Rs 699 per year. Subscription to MUBI, which gives you access to classic and arthouse cinema, can be availed at Rs 1,999 for one year. Subscription to Shorts TV, that offers short films from across the globe, has been made available at Rs 299.
Prime Video Channels is a feature that will definitely make the streaming experience more convenient and seamless for users, while also giving them access to a wider library of content. At the same time, channel partners will also benefit from Amazon Prime Video’s reach and tech infrastructure.
