iWorld
Amazon launches Prime Video mobile edition at Rs 599 per year
Mumbai: Prime Video has launched its mobile edition at Rs 599 per year. This single-user, mobile-only video annual plan offers everyone access to high-quality entertainment exclusively on their mobile devices and will now be available to all customers in India.
Created especially for a mobile-first country like India, Prime Video mobile edition is a major step towards making premium entertainment across languages as ubiquitous as smartphones in the country.
With this move, Prime Video is expanding the accessibility of its mobile edition, which launched last year as a telco-partnered product in collaboration with Bharti Airtel.
Customers who want to enjoy the complete Prime Video experience, including multi-user access, streaming across devices including smart TVs, and the ability to enjoy content in HD/UHD in addition to having access to all Prime benefits, including free fast delivery on Amazon.in, ad-free music with Prime Music, Prime Reading, and other Prime benefits, can continue to sign up for or upgrade to Prime plans for Rs 1,499 annually.
Prime Video mobile edition provides standard definition (SD) quality streaming to customers, giving them a chance to explore and watch Prime Video’s rich catalogue of Indian and international movies, Amazon Originals, LIVE cricket, including the eagerly-awaited upcoming India vs. New Zealand Men’s Cricket Series in November 2022, and much more on their mobile devices, all for Rs 599 per year.
Talking about the launch, Prime Video India vice president Gaurav Gandhi said, “Over the last six years, we have seen a huge growth for Prime Video in India. With viewers from 99 per cent of the country’s pin codes, the service has become the preferred destination for premium content. Guided by our mission of making high-quality entertainment even more accessible across the country, we are excited to launch Prime Video Mobile Edition’s annual plan. This worldwide-first innovation saw an incredible response from Indian consumers when we launched it via a telecom association last year, and building on that success, we are extending its access, with it now being made available directly for subscription through Prime Video’s app and website.”
Adding to it, Prime Video international vice president Kelly Day commented, “India is one of our fastest-growing and most engaged locales worldwide. Our success in the country can be attributed to innovations that are focused on creating an exceptional entertainment experience for customers. In fact, India is turning into an innovation hub for Prime Video. An initiative like Prime Video Mobile Edition, which had its genesis in India, is now being rolled out across multiple countries in Latin America and Southeast Asia. We are confident that the new Prime Video Mobile Edition annual plan will further help accelerate the growth of our India business and give an even larger customer base access to the high-quality content on the service. With this launch, we look forward to entertaining every Indian with our popular on-demand entertainment content and live sports.”
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
