As we are aware, Amazon e-commerce site operates on marketplace model. It means it sources its products from a large number of vendors, and does not own the inventory. In a similar fashion, Prime Video, an OTT channel has recently tied-up with other OTT channels such as Lionsgate Play, Eros Now, Discovery+, Hoichoi, Docubay and Shorts TV. It is the first marketplace model subscription-based OTT channel. India is the 13th country, and second in Asia after Japan where this service has been launched. It has created two revenue streams — distribution revenue and advertising revenue through mini TV which shows short films supported by advertising on its e-commerce app.

Smaller OTT channels will get new subscribers for a commission. Prime Video is attracting OTT players by leveraging its paid subscriber base.

Amazon is Seattle-based. It has tie-ups with 350 OTT channels. Prime Video is seen in 99 per cent of the pin codes in the country in 4400 cities. OTT partners of Prime Video thus stand to benefit from this.

World premieres on Prime are released in over 240 countries on the same day. International revenues for the regional movies now account for 15-20 per cent of revenues.

There is focus on original content. Amazon Prime Video has also entered into film production. Ram Setu of Akshay is their debut production. It will be shown both on big screens and OTT. OTT channels are a viable option to big screens. The release decision will depend on what the consumers want.

Prime Video also is making entry into sports content. Disney+Hotstar and SonyLiv are major players here.