Prime Video, the global streaming service of e-commerce giant Amazon, has unveiled a sports channel offering in India through a partnership with sports streaming service FanCode.
Through an add-on subscription, Prime users in the country will be able to watch FanCode through their Prime Video subscriptions.
It is the largest step Prime Video has made in the country to cover sports, in order to enable it to compete with rival service Jio Cinema.
Cricket is the biggest draw in the Indian sports market, and while Prime Video does not hold cricket rights in the country, FanCode broadcasts ICC pathways competitions, the women’s Big Bash League, and Cricket West Indies matches including the upcoming England tour, in the country.
FanCode also holds rights to a multitude of soccer, volleyball, hockey, and basketball competitions.
This offering may show Prime Video’s intent to enter the Indian sports market, however, it is some way off the number of rights held by Jio Cinema owner Viacom18.
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In August, the media and entertainment heavyweight secured exclusive linear and digital rights to home Indian national and domestic cricket matches for the next five years.
The broadcaster paid INR59.63 billion ($721.2 million) for all home national team cricket and some domestic cricket through March 2028.
This deal adds to the two media rights tie-ups Viacom18 already has with the BCCI – it already holds digital rights to the prestigious Indian Premier League men’s franchise tournament, and all-encompassing rights to the equivalent Women’s Premier League Twenty20 competition.
With the deal, Viacom18 effectively crowded out rival Disney Star from the sports market. Disney is now reportedly considering the sale of its Indian assets to Viacom18’s parent company, Reliance Industries.