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Looking beyond subscriptions: Amazon Prime Video to launch ad offerings, ropes in production houses


Amazon Prime Video is set to offer an ad-funded AVoD tier to consumers with original content. This will be over and above the current subscription plans and comes with Amazon benefits. While its peers are present in the space, Amazon’s entry will intensify the competition. The move signals the growing importance of ad revenue and a shift in OTT landscape.

The conversation around India’s OTT (over the top) video industry has been primarily about subscribers. That’s about to change. Amazon Prime Video is set to offer an ad-funded AVoD (advertising video-on-demand) tier to consumers in India with original content, three people with knowledge of the matter told ET Prime. This will allow Amazon Prime Video to offer content over and above the current subscription plan worth INR999 a year (or

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