Amazon Launches Free Video Streaming Service in India

Amazon has launched a free streaming service called MiniTV within the Amazon India app. Amazon said the ad-supported video streaming service that is completely free. Two years ago, Amazon launched a similar ad-supported streaming service (IMDb TV) in the U.S.

MiniTV features web-series, comedy shows, and content around tech news, food, beauty, fashion “to begin with,” Amazon said. Some of the titles currently available have been produced by TVF and Pocket Aces — two of the largest web studios in India — or supplied by comedians such as Ashish Chanchlani, Amit Bhadana, Round2Hell, Harsh Beniwal, Shruti Arjun Anand, Elvish Yadav, Prajakta Koli, Swagger Sharma, Aakash Gupta and Nishant Tanwar.

Much of MiniTV’s catalog is old-content, some of which content partners originally developed for other platforms or published on their own YouTube channels. Aspirants, for instance, is a show that TVF produced in collaboration with online learning education startup Unacademy.

Amazon’s move follows a similar step by Walmart’s Flipkart, the company’s marquee rival in India, which rolled out video streaming service within its app in 2019. In recent years, scores of firms in India including Zomato and Paytm have explored adding a video offering to their own apps.

The company added, “Viewers will be informed on latest products and trends by tech expert Trakin Tech, fashion and beauty experts such as Sejal Kumar, Malvika Sitlani, Jovita George, Prerna Chhabra and ShivShakti. Food lovers can enjoy content from Kabita’s Kitchen, Cook with Nisha, and Gobble. In the coming months, MiniTV will add many more new and exclusive videos.”

Amazon quietly began integrating reviews and other web clippings on its shopping service in India more than two years ago. MiniTV is currently available on Amazon’s Android app, and will arrive on the iOS counterpart and mobile web over the coming months, Amazon said. Amazon has also aggressively pushed to expand its Prime Video offerings in India in recent quarters.


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