Streaming services might be dominating the American video market, but that doesn’t mean they’ve stopped there. The biggest names in streaming video are all engaged in a global race to establish themselves in international markets and bring their services to audiences around the globe. While Netflix continues to grow its European operations and feature more multilingual content, Amazon Prime Video has stepped up as the streaming leader in India, one of the largest markets in the world with 460 million internet users. Amazon currently dominates 75% of the Indian streaming video market, which is why the tech giant has recently signed a landmark deal with one of the largest names in Bollywood. Amazon has signed a deal with Bollywood star Salman Khan that will see all of Khan’s films premiere for streaming exclusively on Amazon Prime Video.
James Farrell, head of content for Amazon’s Prime Video Asia Pacific region, says the deal is part of Amazon’s goal to expand its Indian offerings as the streaming service becomes a major player in the Indian media industry. “This exclusive worldwide streaming deal is one of the biggest star deals to have ever been done in the world,” Farrell told Variety, “India is a top priority market for Amazon.” The deal will bring all of Khan’s future titles exclusively to Amazon as well as adding several of Khan’s films to Amazon’s library including Tubelight (2017), Bajrangi Bhaijaan (2015), Hero (2015), Kick (2014), and Jai Ho (2014).
Salman Khan has starred in, directed, or produced over fifty films since his Bollywood debut in 1989. Khan is a member of the Oscar academy and is recognized internationally as one of the world’s biggest film stars and arguably the most popular and commercially successful figures in Indian cinema. The deal with Amazon Prime is sure to boost Amazon’s already-impressive footprint in India. Amazon’s first original Indian series Inside Edge launched on July 10 this year and is already the most-watched show in India.