That’s the headline on my most recent story, out Tuesday.
NEW DELHI—To win in India, home to many of the world’s next billion internet users, Netflix Inc. and Amazon.com Inc. are copying the tactics of a video-streaming service built for the local market.
Hotstar dominates the Indian market. Launched four years ago by media conglomerate Star India as a mobile-first streaming platform for watching cricket, movies and TV, it now has 300 million monthly users—roughly 10% more than YouTube, India’s second-biggest video content platform. While only three million users pay for access, that is still more than Amazon has, and more than twice as many as Netflix. Walt Disney Co. now owns Hotstar.
Netflix and Amazon, shut out of China and facing stiff competition in the maturing U.S. market, are adopting the strategies that fueled Hotstar’s success—low prices that the average Indian viewer can afford and loads of local content in multiple Indian languages.
Netflix is churning out Indian-language dramas, love stories and thrillers and slashing its monthly rates. Amazon has signed up local stand-up comedians and backed a “Sex and the City” clone about a group of women in Mumbai that is broadcast in three Indian languages.