Amazon Prime Video recently launched its bundling option in India. It means, if people subscribe to Amazon Prime Video from now on, they will be able to subscribe to other OTT platforms from there and watch the shows. In that case, numerous applications of different OTT platforms do not have to be installed on the phone anymore. They will be able to watch the shows of all those OTT platforms from Amazon Prime Video.
However, not all OTT platforms have yet joined hands with Amazon. Popular platforms like – Lionsgate Play, Discovery+, Erosnow, Hoichoi, Docubay, ShortsTV, MUBI, Manorama subscriptions can be taken and streamed from Amazon Prime Video.
OTT platforms are the vogue right now, and since COVID-19, people have become more dependent on them. In my opinion, launching the bundling option in this scenario will have a fruitful impact on Amazon. Other companies are also offering this type of bundling option. But Amazon’s influence and reach are far greater than all those companies.
If it becomes successful, then we will experience another change in human usage patterns in the coming times. People will keep only one application on their phones for OTT streaming. With that application, they will be able to see the shows of all other OTT platforms. This change may seem very little at this moment, but there are many possibilities for it in the future, from a business angle.
I think, with this launch of the bundling option, Amazon is trying to create a tendency among people to purchase subscriptions of Amazon Prime. On the other hand, all OTT platforms associated with Amazon want to use Amazon’s customer reach. By partnering with Amazon, they will be able to reach a wide range of new audiences. Also, their customer acquisition cost will go down drastically.
But in the future, Amazon will have more bargaining power in my opinion. If people develop a habit of relying on Amazon Prime Video to watch OTT shows, then Amazon will ultimately benefit more than others and will dictate. Because the face value of human habit patterns, in this case, will reside with Amazon.
