Prime Video has expanded its add-on subscriptions marketplace in India by onboarding Gujarati streaming platform JOJO, reinforcing its strategy of aggregating regional entertainment under a single subscription ecosystem. Prime members can subscribe to JOJO at an introductory annual price of Rs 299, with the subscription renewing at Rs 499 per year thereafter.
The platform brings an extensive Gujarati entertainment catalogue, including films such as Misri, Maharani, Jalso, Fakt Purusho Maate, 3 Ekka, Dear Father and Reva. Subscribers also gain access to original series including Love Station, Medal, Gadbad Gotalo, Har Ghadi Mauj and Rebound, alongside Gujarati nataks, comedy specials, celebrity-led shows and cultural programming.
Building a Multi-Language Streaming Marketplace
With JOJO's addition, Prime Video's add-on subscriptions marketplace now hosts more than 30 streaming services, spanning multiple languages and content categories. According to Gaurav Bhasin, Head – AVOD Business and Marketplace, India, the marketplace has evolved into a distribution gateway for streaming platforms seeking wider reach while offering consumers a seamless discovery and subscription experience within a single interface.
Expanding the Regional Content Stack
The move reflects a broader shift in India's OTT landscape, where aggregation is emerging as a key growth lever. Instead of competing solely through exclusive originals, platforms are increasingly positioning themselves as content marketplaces that simplify access to diverse regional libraries while improving subscription retention.
The Last Word
The next phase of India's streaming battle will be won through aggregation, not abundance. Platforms that successfully combine regional depth with frictionless discovery are likely to command stronger consumer loyalty and longer subscription lifecycles.