Netflix and Amazon have recently been betting big in the Indian market by constantly investing in the Indian film industry and the opportunity to get local content creators in their teams. Netflix has teamed up with the Indian standup comedian Vir Das, for its Original Comedy Special. Vir Das joins the ranks of the likes of Aziz Ansari, Louis CK, Russel Peters and others. Also Read - Amazon Great Freedom Festival sale to kick off on August 5: Deals, discounts and offers
I know none of you are awake right now….but I make one of the biggest announcements I’ve ever made today 🙂 Tis a good day. Also Read - Netflix vs Amazon Prime Video vs Disney+ Hotstar vs Sony LIV: Best OTT plans to considerAlso Read - Amazon Prime Day sale: Best deals on headphones, speakers, powerbanks under Rs 1000
Vir Das (@thevirdas) September 17, 2016
Thrilled to announce, In October I will be shooting India’s first & and my own Netflix Original Comedy Special 🙂 pic.twitter.com/g3epBHtjsi
Vir Das (@thevirdas) September 17, 2016
Some months ago, Netflix announced its first original series made in India. The series will be based on Vikram Chandra s novel, Sacred Games. The show will be shot in India and will be made available worldwide. It will be made in partnership with the Phantom Films, a production house backed by noted filmmakers Anurag Kashyap, Vikas Bahl, Vikramaditya Motwani and Madhu Mantena.
While, Netflix has been aggressively working at investing in resources for generating original content for Indian audience, Amazon hasn t been too far behind. Amazon had recently announced that it will be bringing its own online video streaming service, Amazon Prime Video, to India soon. To build its content for the Indian market, Amazon had recently revealed its plans to invest up to $300 million in India, in order to fund movies and series for the service. Amazon CEO Jeff Bezos also announced an additional investment of $3 billion in India, increasing its net investment to more than $5 billion in the country. Also read: Amazon to open seller cafes in 24 cities for on-ground help to merchants
Also, some time ago, Amazon hired Aparna Purohit as the Head of Creative Development at Amazon Prime India. Purohit is a veteran producer, and a Creative Head at Cinestaan Film Company. Additionally, Amazon Prime India team has been reaching out to production houses like Ekta Kapoor s Balaji Telefilms and Yash Raj Productions.
While international companies providing video streaming services have been coming to India and working at creating a strong hold on our market, Indian company Star s own video streaming service Hotstar, has also been growing with its focus on local and exclusive content. Viacom18 Digital Ventures has also launched its VOOT video on demand service. Also read: Amazon showcases its self-branded cargo plane Prime Air
With growing penetration of smartphones and faster networks like 3G and 4G, India s video on demand sector is estimated to register a massive growth in the near future. According to a report by consulting firm EY, smartphone penetration is set to grow by 520 million by 2020. This use of smaller screens on personal devices will fuel personal escapism or watching content individually, with 45 percent of all content consumed expected to be on the small screen by 2020, says the report titled Future of Digital Content Consumption in India. Also read: Amazon invests $300 million in India ahead of Prime launch; will it give Netflix, Hotstar a tough competition?
“India is one of the few large markets that is still growing at seven percent, so they have to look at India. There has always been a section of people with good broadband connectivity who have invested in online streaming services instead of waiting for their favorite movie or TV show to air on any particular TV channel. How large that section has grown remains to be seen, but a market certainly exists in India,” Ashish Pherwani, Partner and Head of Advisory, Media and Entertainment at EY told Mashable India.