Prime Video gets into marketplace mode to grab a larger share of OTT pie

The OTT channel is replicating its e-commerce business model to straddle the revenue spectrum in video services

Prime Video, the over-the-top (OTT) arm of Amazon Inc, is replicating the marketplace model that is the mainstay in its e-commerce business. Late last month, it tied up with eight global and Indian premium content providers to create the country’s first subscription video-on-demand (VOD) marketplace, adding 10,000 hours of additional content on the same platform. It includes channels such as Lionsgate Play, Eros Now, Discovery+, Hoichoi, Docubay and Shorts TV. 

India is the 13th country and the second market in Asia after Japan where the US company has launched the service.

The move marks a significant change in strategy in