Amazon Prime Video has made a strategic move in the Indian streaming market by adding Chaupal, a Punjabi video streaming service, to its Prime Video Channels platform. This initiative aligns with Amazon’s strategy of aggregating various subscription-driven video-on-demand platforms within its app and website, enhancing its content offerings for users.
Chaupal’s library features a wide array of Punjabi movies and series, including popular titles like Kaali Jotta, Aaja Mexico Chaliye, Outlaw, Chal Jindiye, Khao Piyo Aish Karo, Panchhi, and Paani Ch Madhaani. Additionally, subscribers will have the opportunity to stream the latest theatrical releases, beginning with Carry on Jatta 3.
Mahesh Sharma, Vice President of Strategic Partnership and Alliances at Chaupal, expressed enthusiasm about the partnership with Prime Video Channels. He stated that their goal is to deliver high-quality Punjabi content to viewers and expand Punjabi content consumption throughout India. This integration represents a significant milestone for Chaupal, enabling them to reach a broader audience with their content.
Amazon Prime Video Channels in India have already incorporated various OTT services, including BBC Player, BBC Kids, Animax + GEM, Lionsgate Play, discovery+, Eros Now, DocuBay, ManoramaMAX, hoichoi, MUBI, AMC+, ShortsTV, VROTT, Acorn TV, NammaFlix, Stingray All Good Vibes, iwonder, Curiosity Stream, MyZen TV, and Museum TV.
The addition of Chaupal to Amazon Prime Video Channels highlights Amazon’s commitment to offering diverse content choices to its subscribers in India. This aggregation approach allows larger platforms to function as super-apps, providing value-added offerings to retain existing customers, while smaller platforms can benefit from increased visibility and brand recognition in a competitive market.
As Amazon continues to expand its streaming ecosystem in India, subscribers can anticipate a broader selection of regional content and streaming options, catering to a diverse and growing audience. This move positions Amazon Prime Video as a leading player in the Indian streaming landscape.