2019 is going to be a year of content is the word coming in from the global content head of Amazon Prime Jennifer Salke. The subscription-based online streaming company has just announced a series with Bollywood star Akshay Kumar titled 'The End' and has just launched another original 'Made in Heaven'.
In an interview with CNBC-TV18, Jennifer Salke and James Farrell, Head-International Originals, Prime Video of Amazon Studios spoke about the Indian market, pricing and competition.
Farrell said, “Business in India is growing fast or faster than anywhere else in the world, so we are happy with where we are but we want get bigger and reach many more customers.”
Salke said, India is definitely one of the fastest growing markets in the world and the goal to see India into the top 10 markets globally. “We are just creating truly global content and India is just a huge part of that strategy,” she added.
With regards to competition, Salke said competition does make things difficult but we expect that because it is a hyper-competitive environment globally and so don’t expect India to be any different.
“There is great talent and content here and so we have got to compete for it and we accept that. That is just reality and wherever there is great content and talent, you are going to be competing to get into business with those people. “
On pricing front for Amazon Prime, Salke said they are currently happy with their pricing structure because it offers and accessibility to Prime, to our shows for our customers. “We see that market growing every week with great shows launching. We want to be able to invite as many people to view the content and be part of Prime. So we are happy with that strategy, “she added.
According to Farrell, “Prime is just not Prime Video it has great retail offering and many other benefits. So at the price point it is, some people come in for the retail benefit and they start using video. While a lot of people come in for video benefit and start using the retail benefits.”
Salke said they have no plans of hike price for Amazon Prime.