The plan is free for the first 30 days and is then charged at INR89/month ($1.21). It’s aggressive pricing, but one that aims to take advantage of a country with a huge mobile phone-using population, and the existing customer base of Airtel.
Airtel is the second-largest phone carrier in India, with 326 million subscribers, which accounts for a 28% market share. The leader is Reliance Jio, which has 404 million subscribers, which is a 35% market share.
The introductory bundle priced at INR89 comes with Prime Video Mobile Edition for 28 days and 6GB of data.
There are other tiers and bolt-on options for those who want more Prime benefits and more data. As reported by Variety, those are:
Indeed, this isn’t a new concept, as competitor Netflix launched its own INR199 ($2.72) mobile plan monthly subscription in India in 2019. It then rolled out to the Philippines and Thailand in 2020.
Disney+ Hotstar also has similar partnerships in place. It’s one of the main ways that streaming services in India connect with customers.
Goldman Sachs recently reported that the gaming and video streaming market could reach $5 billion gross value transactions by March 2025, so it’s clearly a lucrative market to take hold of.
