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Last Updated : Apr 18, 2018 11:46 AM IST | Source: Moneycontrol.com

Amazon Prime boasts of higher subscriber base in select markets, beats Netflix in India

Amazon Prime Video is ahead of Netflix in India, with about 10 percent of market share in 2017, IHS Markit data revealed.

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While it’s just been a year since the inception of Amazon Prime video services that started by the end of 2016, Amazon has surpassed global giant Netflix with higher subscriber count in few select markets, including India, according to an IHS Markit report.

A number of high-value acquisitions have contributed to the development of the Amazon Prime package. And using the value of the Prime bundle, Amazon Prime Video subscription users have already managed to surpass Netflix subscribers in Germany, India and Japan.

The report analysed that although Amazon is predominantly an e-commerce company, it is making full use of its video services to spread its brand name across the world and push its Amazon Prime product in localized markets and draw people into the Amazon ecosystem.

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Amazon Prime Video is ahead of Netflix in India, with about 10 percent of market share in 2017, IHS Markit data revealed.

According to IHS Markit spokesperson, these are Amazon Prime subscribers who actively use Prime Video as opposed to the total Prime subs.

Pricing has been the key factor for driving Amazon Prime and Prime Video in India, said the IHS Markit spokesperson to The Times of India.

"Initially, Amazon Prime was the same price per year (Rs 499) as the lowest tier Netflix subscription cost per month (Rs 500). Although this has now doubled to Rs 999 per year for Amazon, it is still a significant discount, considering a service that offers more than just online video."

In 2017, there were an estimated 44 million active subscribers to Amazon Prime Video, with a little more than 30 million from the United States and 11 million from the next three leading country markets, Germany, Japan and the UK. IHS Markit forecasts these active Prime Video subscription users to grow to 78 million by 2021.

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First Published on Apr 18, 2018 11:46 am

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