The company is actively looking at partnerships with various stakeholders, including content players, telecom operators and TV makers, to give a push to its home entertainment streaming device, having sold more than a million Fire TV Stick devices in India since April 2017, said Parag Gupta, head, product and marketing, Amazon India. “We do have an eye on the market and some of the partnerships are in the pipeline,” he told ET.
Amazon Fire TV Stick is a content streaming device that plugs into an HDTV and lets customers access Prime Video and other OTT services such as Netflix and Hotstar.
The company is focusing on building content selection for device users, hence it is agnostic to services such as Prime Video, Netflix and Hotstar.
Gupta said that the trend of original content has picked up in India, with major OTT players making a significant investment to build the content library.
“All this is good because it has increased the selection that people want to watch,” he said.
The improving connectivity infrastructure also augurs well for the device as more people are cutting the cord and switching to streaming services, the executive said.
“On a weekly basis, consumption of content on the stick is close to a couple of hours a day,” said Gupta.
Citing IDC data, he said that Amazon Fire TV Stick was the leading device in the market with a commanding market share.
Amazon has claimed that the uptake of the device has increased in the country after the launch of the 4K variant. “We have locked in new customers and expanded the overall pie… we expect the trend to continue this year,” said Gupta.
He said that the availability of 4K content will help increase usage of the company’s 4K device. “We have made a commitment that all our original content will be 4K, including Indian originals,” Gupta said, referring to Prime Video, Amazon’s video-on-demand service.
“We are hoping that the rest of the industry takes the same direction.”
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