iWorld
Netflix’s Happy New Year: To end 2020 with 4.6 mn India subs
KOLKATA: Despite facing headwinds in other parts of the world, Netflix is sailing full speed ahead in India, suggests a recent report by Media Partner Asia. The global streaming giant has reportedly witnessed 2x growth in operating revenue in FY20, and is likely to end the calendar year with 4.6 million paid subscribers in the country.
The report attributes this spanking performance to Netflix’s partnership with telecom giant Jio. It also adds that the video-streaming service may touch average revenue per user or ARPU of $5. Moreover, the Indian market may well have contributed to 9 per cent of the company’s global revenue in Q3.
In late September, Jio announced postpaid plans offering mobile-only Netflix subscription to users of Rs 399 plan and above. Jio’s Rs 1499 fibre broadband package also gives access to Netflix’s basic plan.
“We’re also working with local partners like Reliance Jio, India’s largest mobile operator, wherein Q3 we launched a bundle with their mobile and fibre broadband plans. As part of this broad partnership, we’ll integrate Netflix with two of Jio’s set-top boxes. We’ve also partnered with financial institutions in India to make payment processing easier and more seamless for our members, which we expect will have retention benefits. All of these initiatives are important and work in concert with our big investment in local originals to improve the Netflix experience for our members,” the company stated in its Q3 earnings.
Starting from mobile-only plans to adding Hindi interface, and plans of giving free weekend access to users in India on top, the company is doing its best to land a large slice of the Indian streaming pie.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
