It is without a doubt that Amazon Prime Video is the biggest OTT platform in India. It is widely used to watch movies, series, documentaries and others across the nation. It started from streaming pure Hollywood countries but bought notable Hindi films later.
It decided to expand its market by releasing big movies within a short time of its theatrical release. It started to conquer regional cinema too as they bought content from all the industries whether they are big or small films.
They started producing original content in various languages which attracted many people who wanted to watch something new and interesting. The lockdown and virus outbreak too helped in the sudden growth of the OTT market.
They bought big films during the lockdown for massive rates in order to bring more subscribers and viewers. But the money they spent on notable Telugu films did not benefit them. Nani’s ‘V’ and ‘Tuck Jagadish’ had a direct OTT release on Amazon Prime but they ended up being disasters.
In the same way, Keerthy Suresh’s ‘Penguin’ and the recent ‘Good Luck Sakhi’ proved to be huge flops. They produced a Telugu web series before the lockdown called ‘Gangsters’ and it backfired too.
Despite big star hero films which most of the audience viewed on the big screens and got released one or two months after the theatrical release were successful on Amazon Prime.
This is why they are not showing huge interest in buying Telugu content nowadays according to experts. The last big Telugu film was ‘Pushpa’ which was streamed in all languages.
It gave a lot of profits to them since it was released digitally just after 20 days of its theatrical release. They are only buying small Telugu movies like ‘Gamanam’, ‘Ram Asur’, Eakem’, ‘Ravana Lanka etc.
They are ready to fetch the rights of huge Hindi and Tamil projects but not Telugu. Recent releases like Deepika’s ‘Gehraiyaan’ and Vikram’s ‘Mahaan’ prove it. Also, we have seen two of Suriya’s films becoming highly successful on Amazon Prime.
On the other hand, OTT platforms like Disney+Hotstar, Aha, ZEE5 and Sony Liv are trying to conquer the Telugu OTT space with interesting original content as well as buying big films at regular intervals. Let us see what Amazon Prime Video does now.
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