The news: Amazon Prime Video announced that it will more than double its investments in India over the next five years, cranking the temperature up in the battle for one of the fastest-growing markets for streaming services, per Variety.
More on this: Several streaming services already have significant investments in India, and continue to clash over exclusive broadcasting rights and production of original content.
The challenge: Pushing into India isn’t as easy as shipping a platform overseas. Given the country’s wide variety of languages, cultures, and regulations, streaming services face challenges in reaching various pockets of viewers and producing originals that can appeal to India’s broad audience.
Looking forward: Even with its significant lead over other streamers, Disney+ Hotstar’s dominance in India isn’t a sure thing. Amazon has established a significant brand presence in the region, and the country is still a growing market for Netflix, which is seeing subscriber losses at home and in other foreign markets.