Never miss a great news story!
Get instant notifications from Economic Times
AllowNot now


You can switch off notifications anytime using browser settings.
10,817.60-185.9
Stock Analysis, IPO, Mutual Funds, Bonds & More

Amazon says focus on original content to light up FireStick sales

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.

, ET Bureau|
May 20, 2019, 08.00 AM IST
0Comments
New Delhi: American internet company Amazon has said that the growing focus on original content by regional and international over-the-top (OTT) players will help boost the streaming device category in India and drive uptake of its Fire TV Stick, as a lot of people in the country have already shut off cable TV services.

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.”
Want stories like this in your inbox? Sign up for the daily ET Panache newsletter.

You can also follow us on Facebook, Twitter and LinkedIn.
Comments
Add Your Comments
Commenting feature is disabled in your country/region.
Download The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.

Other useful Links


Follow us on


Download et app


Copyright © 2019 Bennett, Coleman & Co. Ltd. All rights reserved. For reprint rights: Times Syndication Service