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Prime Day sees traction for Amazon's OTT content from 4,100 plus towns

Within seven days of launch, sports drama Toofaan starring Farhan Akhtar was watched by more customers on Prime Video India than any other Hindi film in its opening week

Narappa (Telugu), Sarpatta Parambarai (Tamil) and Malik (Malayalam), were each watched in over 3200 towns and cities in India and in over 150 countries and territories globally.Premium
Narappa (Telugu), Sarpatta Parambarai (Tamil) and Malik (Malayalam), were each watched in over 3200 towns and cities in India and in over 150 countries and territories globally.

New Delhi: Amazon Prime Video has said that the run-up to Prime Day, its two-day sale during 26-27 July, saw OTT (over-the-top) streaming service gain traction from 4,100 plus cities and towns, including customers from over 190 countries and territories.

Within seven days of launch, sports drama Toofaan starring Farhan Akhtar was watched by more customers on Prime Video India than any other Hindi film in its opening week, the platform said. The film was viewed in over 3,900 towns and cities in India and more than 160 countries and territories across the globe.

South Indian language offerings – Narappa (Telugu), Sarpatta Parambarai (Tamil) and Malik (Malayalam), were each watched in over 3200 towns and cities in India and in over 150 countries and territories globally, highlighting the growing viewership and popularity of local language films not just in India but also around the world, the company said. Meanwhile, Amazon original Hostel Daze (season two) notched up viewership from over 3600 towns and cities in India and more than 100 countries and territories around the world within a week of launch.

Earlier this year, Amazon Prime Video announced its first mobile-only plan in the world, starting with India. Launched in collaboration with telecom company Bharti Airtel, the Amazon plan is only available to pre-paid Airtel users in multiple forms-- a 30-day free trial which may be followed by a 28-day plan priced at Rs. 89 for Prime Video content along with 6GB data.

Traditional Amazon Prime membership was available for 129 a month and 999 per year.

Media experts had said the move was in sync with Amazon’s intent to penetrate deep into the country, manifest in its acquisition of big Bollywood titles like Coolie No. 1, Gulabo Sitabo and others in 2020 and its production slate that includes originals across vernacular languages.

ABOUT THE AUTHOR
Lata Jha
Lata Jha covers media and entertainment for Mint. She focuses on the film, television, video and audio streaming businesses. She is a graduate of the Columbia School of Journalism. She can be found at the movies, when not writing about them.
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Updated: 30 Jul 2021, 11:10 AM IST
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