Amazon Prime witnesses higher engagement in Malayalam and regional languages
Currently, 400 towns and cities in India have adopted Amazon Prime.
By ET Bureau | Updated:
Agencies
Amazon Prime is also trying to acquire rights of old songs and movies in regional languages.
KOCHI: Amazon Prime is planning to produce content in regional languages in the next few years encouraged by its rising membership in smaller towns and success of its own productions like Mirzapur and Comicstaan.
"We are trying to figure out what sort of programmes will appeal to people of different regions," said Subbu Palaniappan, head –Prime member growth and engagement, Amazon India.
He said adoption of Amazon Prime entertainment segment has seen a jump across south Indian languages. "For instance even non-Kerala people are looking at Malayalam films," Palaniappan said here on Tuesday. At present 400 towns and cities in India have adopted Amazon Prime, which has programmes in nine languages.
The company is also trying to acquire rights of old songs and movies in regional languages. "We see a lot interest in the songs of nineties and eighties," he said.
The rising numbers is not limited to entertainment but extended to shopping as well. Popular categories among the members in Kerala include apparel, beauty, health and personal care products. "Apart from Kochi, members in smaller towns such as Idukki, Malappuram, Palakkad and Kollam enjoy shopping with us," he said.
While those who engage in e-commerce are mostly in their late twenties and thirties, the age profile of those who go after entertainment is much younger, he added.
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