Amazon Prime’s growth story faces hurdles in India

What is it about?

This case discusses the dilemma faced by Amazon Prime Video’s country head regarding content and pricing in India. The key dilemma faced by the protagonist in this case is whether to continue streaming attractive content that may be controversial and may occasionally hurt the religious/political sentiments of some Indians or stream only safe content that may be deemed boring by its young target audience. The case also discusses the pricing dynamics faced by Amazon Prime Video due to the reduction in pricing by its key competitor Netflix in India.

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