Amazon prime video India; localisation case study
Amazon Prime Video is a famous streaming platform with international footprints. So, it’s not surprising that they have had to institutionalise specific processes, which includes localisation as well as the adaptation of the video content to foreign audiences. The result is that content producers working with the platform are given a preferred list of localisation vendors.
Localisation strategies of Amazon Prime
Amazon Prime Video is a brand with one of the most excellent localisation strategies. The platform put a lot of consideration into the culture and norms as well as the currency, pricing strategy, shipping methods and local regulations of the various locations. They also focused on the website layout, keeping in mind that 38% of people switch websites if they find the design unattractive.
- Amazon Prime Video knows that the way to an Indian’s heart is through cinema. From Indian cinema classics like Mughal-e-Aazam, Sholay, to the 90s legendary sagas like Saathiya, and Dilwale Dulhaniya Le Jayenge, to the new age cinematic blockbusters like Fanaa, Band Baaja Baarat, and Ishqiya; Amazon Prime Video has it all! Its dedication to serving the Indian audience is commendable. Amazon Prime Originals like Pataal Lok, Mirzapur, and The Family Man have proven to be nail-biters for its viewers. Four More Shots and Made in Heaven are some original shows that are light-hearted, drama-packed. Some more originals include Comicstaan, Deported by Russel Peters, and Destination Unknown with Vir Das which will have you rolling on the floor, laughing. Literally.
- One of the most significant factors that appeal to consumers is its affordability as platforms like Netflix charge more in a quarter of the year than Prime charges annually. With a Prime subscription, the user also gains access to priority delivery of purchases through Amazon and can have access to Prime Music streaming. All these services in INR 999 annually is a deal worth indulging in.
- Their website design in the UK is quite different from the ones for the USA, Japan and India. It caters to each country’s culture with proper context and focuses on offering a diverse range of products according to each market’s consumer preferences.
- Amazon Prime Video has been focusing on offering local content that attracts the broader, indigenous population of the countries it services in. In India, for example, it is contesting for rights to the Indian Premier League cricket events, which consistently bag the highest viewership rating. The present scenario suggests that online streaming platforms are threatened as Amazon goes on to launch originals such as its new motorsports series, The Grand Tour.
- To help its 1.5 lakh+ seller community, this etailer recently introduced support service in 3 Indian regional languages. Now, communication will also be carried out in Kannada, Tamil and Telegu, besides Hindi and English. Due to this initiative, vendors can request a call-back in the languages mentioned above
Conclusion
Other online streaming platforms now have a serious competitor — one with deeper pockets. Amazon has the upper hand because it has expanded into other lines of revenue via e-commerce and data hosting. In addition, Amazon Prime Video represents a much smaller percentage of its total revenue.
While its worldwide reach is expected to turn the market upside down, time will decide if this endeavour will be a success and lead the brand towards a concentration on entertainment as a fourth pillar of the Amazon strategy.
By Ira Mahajan
Team Loc-N-Apps
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