iWorld
Amazon Prime Video strikes partnership with Jio
MUMBAI : Amazon today announced its collaboration with Jio, India’s largest and fastest growing digital service company, to provide JioFiber subscribers access to premium content on Amazon Prime Video app on its set-top box. In addition, Jio will offer one year of Prime membership worth Rs 999 a year to JioFiber customers on Gold and above broadband plans, at no extra cost. Through this deal, JioFiber customers can now seamlessly access the Amazon Prime Video app on their TV and enjoy Amazon’s latest and exclusive blockbuster Hollywood, Bollywood and Indian regional movies, top TV shows, stand-up comedies, kids programs, including critically acclaimed Indian and global Amazon Originals.
JioFiber customers, on Gold plans and above, can activate their Annual Amazon Prime Membership by signing in using their Amazon account or create a new Amazon account through their Jio Set-top box and by logging into MyJio app or Jio.com. Customers who are not eligible can simply recharge with JioFiber Gold and above plan to avail the offer. Existing Amazon Prime Members can directly sign-in to the Amazon Prime Video app on their Jio Set-top-box and start watching Prime Video’s wide selection of content including critically acclaimed Indian Amazon Originals like Paatal Lok, Four More Shots Please! The Family Man, Mirzapur and much-loved global Originals like Jack Ryan, Marvelous Mrs Maisel, The Boys amongst many others.
“We are delighted to work with Jio to make Amazon Prime membership available to Jio Fiber customers” Amazon Prime Video India director and country general manager Gaurav Gandhi said.
“With the annual Prime membership consumers will have access to the full bouquet of Prime benefits – unlimited streaming of the latest and exclusive video content, free and fast shipping, access to exclusive deals, ad-free music on Amazon Music, unlimited reading through Prime Reading and mobile gaming content with Prime Gaming. At Amazon, we constantly strive to offer customers, the best-in-class entertainment. With this launch, we will further extend the reach and access of Amazon Prime Video in India, giving more customers the experience of watching our broad selection of popular Amazon Originals, blockbuster movies, Indian as well as international shows, on their TV sets,” he added.
“Our partnership with Amazon Prime Video opens up a new world of entertainment for JioFiber customers. Jio continues to provide an enriched experience to its customers and this tie-up enable JioFiber users avail one year of Amazon Prime membership at no extra cost,” Jio strategy head Anshuman Thakur said in a statement.
iWorld
Streaming boom crosses 200 million as India shifts to sustainable growth
From content bets to CTV rise, industry leaders map streaming’s next phase
MUMBAI: India’s streaming story has entered a new chapter, and this time it is less about land grab and more about staying power. At a panel on the evolving streaming economy, industry leaders agreed that with subscriptions crossing 200 million and revenues surging, the focus has decisively shifted to sustainable growth, smarter content bets and sharper partnerships.
Moderator EY partner Raghav Anand, set the tone by pointing to the sharp jump in paid subscriptions, driven by a mix of sports, bundling and improved distribution. The result is a fast-maturing ecosystem where subscription revenues are beginning to complement, and in some cases rival, advertising-led growth.
For Amazon Prime Video Svod business India director & head Shilangi Mukherji, the past decade has been about balancing choice with clarity. “It’s not an either-or market anymore,” she noted. “There is space for everything, from television to ad-supported streaming to subscriptions. The real win is when they all grow together.”
At the heart of this growth lies a simple trio: selection, value and convenience. Content remains king, but not in isolation. Platforms are now curating vast libraries that blend originals, rentals, and third-party services, all under one roof. The aim is to create an ecosystem where viewers do not need to hop between apps to find what they want.
Content itself is also evolving. Mukherji highlighted that nearly half of Prime Video’s viewership comes from outside a show’s home region, underlining the collapse of traditional language silos. Stories are no longer “regional” but increasingly pan-Indian, with talent and narratives travelling seamlessly across states.
Franchise-building has become another cornerstone, with a majority of shows designed for multiple seasons. The goal is not just to attract viewers but to keep them coming back, turning series into long-term cultural touchpoints rather than one-off hits.
On the production side, Hungama Digital Media managing director & CEO Neeraj Roy, described an industry that is both resilient and recalibrating. While the pandemic accelerated content consumption and discovery, it also reset market dynamics. Pre-sales have softened, satellite revenues have tightened, and the easy money phase of digital deals has cooled.
“The honeymoon is over,” Roy said candidly. “Now, content has to prove itself. If it works at the box office or with audiences, everything else follows.”
This shift, he argued, is pushing creators towards greater discipline. Fewer projects are being made, but with sharper focus on quality and audience appeal. At the same time, global exposure to diverse content, from Korean dramas to Malayalam cinema, has raised the bar for storytelling across the board.
Another quiet transformation is unfolding in how content is consumed. While mobile remains the primary gateway, especially for payments and discovery, connected TVs are fast becoming the preferred screen for long-form viewing. Mukherji described this not as a battle of devices but as a “force multiplier”, with platforms tailoring plans for mobile-only users, living room viewers and multi-device households alike.
The monetisation playbook is also widening. Beyond subscriptions and ads, platforms are experimenting with rentals, bundled offerings and commerce integrations, building layered revenue streams that cater to different stages of the consumer journey.
Looking ahead, both panellists pointed to global ambition as the next frontier. Mukherji emphasised taking Indian stories to the world through deeper localisation, calling content India’s soft power. Roy, meanwhile, stressed the need for investment in infrastructure, skills and, crucially, transparent data systems to guide creators with better insights.
If the first phase of India’s streaming boom was about scale, the next will be about substance. And as the industry settles into this new rhythm, one thing is clear: the real streaming wars may be over, but the race to win viewers’ time has only just begun.
