Indian viewers have expressed frustration with Prime Videos India’s special feature that allows the audience to rent films.
A feature that is quite common in countries like the US, the OTT platform is facing complaints in the Indian market. Viewers don’t understand why they have to rent some films despite paying for the OTT subscription.
The Indian mindset is quite different from that of the audience in the US. Viewers aren’t willing to pay extra even after they have paid for the subscription.
While their concern is valid, the Indian audience should also understand that Prime Videos does not own these titles, hence it cannot list them. The rights to stream a film are granted by studios or licensors, and Amazon cannot include them in the Prime subscription unless permitted.
This is a different model that allows producers to list certain films for rent and Prime pays them a percentage basis of revenues based on the number of views a movie gets.
Ultimately, this approach helps Prime bring more films to a wider audience, even those it doesn’t have licensing rights for.
This model will find it difficult to capture a market like India, and Prime is facing outrage due to a lack of user awareness.
To address this, Prime and other OTT platforms should at least spread awareness about how different pricing models work for streaming platforms. This would help audiences better understand what they are paying for and why certain films are only available for rent.
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