Amazon makes Prime Video even cheaper in India as it continues racing to entice customers in the South Asian market, where it faces stiff competition from giants such as Disney's Hotstar and Netflix, along with Times Internet-backed MX Player.

Amazon's e-commerce group is selling the one-year subscription to Prime Video Mobile Edition, an affordable tier it introduced last year, at 599 Indian rupees, or $7.30. It's at this price that it stands as the cheapest way to subscribe to Amazon's on-demand video streaming service in the country.

The company said Prime Video Mobile Edition, which limits viewing to mobile devices and caps the video resolution at standard definition, has seen "an incredible response" from the Indian consumers and is an example of a "worldwide-first innovation." It did not share how many individuals had subscribed to the mobile edition, however. The mobile edition was available, till now, through a partnership with a telecom operator, and is now available from the Amazon Prime Video app and website.

Monday's move further illustrates how streaming giants — all of whom have raised prices of their subscription offerings in the U.S., Europe, the U.K. and other developed markets in recent quarters — are playing a different game in India, the world's second largest internet market.

Netflix lowered its subscription price in India late last year, cutting each monthly subscription tier's cost by at least 18% and up to 60.1%. The price of its cheapest plan, Netflix Basic, which permits streaming on any device but caps the resolution at 480p, was revised to 199 Indian rupees ($2.4), down from 499 Indian rupees earlier.

Disney+Hotstar, which has reached about 50 million subscribers in India and Southeast Asia, sells a yearly plan at 899 Indian rupees, or $11, in the South Asian market.

The market intelligence firm Sensor Tower estimates that Hotstar has gained more than 161 million users in India who consume its mobile apps each month. MX Player has 78 million, Prime Video has 28.1 million and Netflix has 15.5 million. According to him, YouTube remains the most consumed on-demand streaming service in the country with over 520 million monthly active users in India.

India is one of our fastest-growing and most engaged locales around the world. Our success in the country can be attributed to innovations focused on creating an exceptional entertainment experience for customers," Kelly Day, VP of International, Prime Video, said in a statement.
"In fact, India's becoming an innovation hub for Prime Video.". A service like Prime Video Mobile Edition, which originated in India, is now being deployed in several countries across Latin America and South East Asia. We are confident that the new Prime Video Mobile Edition annual plan will further help accelerate the growth of our India business and give an even larger customer base access to the high-quality content on the service. We look forward to entertaining every Indian with our popular on-demand entertainment content and live sports, with this launch.