Launch of the Hindi user interface is a step towards bringing the next 100 million customers to Prime membership from India.
Following the introduction of content in six Indian regional languages to the service – Hindi, Tamil, Telugu, Marathi, Bengali and recently Kannada – Amazon Prime Video has announced yet another localisation initiative by adding support for a Hindi user interface, including search, navigation and customer support in Hindi on the Prime Video app and on primevideo.com. In addition, a large and growing selection of Prime Video’s content can be watched with Hindi show descriptions and Hindi subtitles.
Prime members with a preference for Hindi can now discover and enjoy Prime Video’s unmatched, exclusive collection of entertainment content in their preferred language. Customers can watch and enjoy Prime Original series like Comicstaan, Inside Edge, and the upcoming much awaited Mirzapur, Bollywood blockbusters such as Padmaavat, Raazi and Race 3 with show-titles and show descriptions in Hindi. Moreover, viewers can watch Hollywood hits like Justice League, Baywatch and Passengers with dubbing in Hindi or subtitles in Devanagari script. Viewers can also navigate, manage their account information, payments, add to their watch-list, and receive customer support all in Hindi.
Talking about the launch, Gaurav Gandhi, director and head, business, Amazon Prime Video India, says in a press release, “As Prime Video’s customer base expands across India, we believe it becomes important to not just offer content in local languages, but to also give customers the option to access the Prime Video app and website in their language of choice. At Amazon, we are continuously customizing our offering based on the needs of the customer; we are delighted to make Prime Video available in Hindi, with functionalities such us search, navigation and browsing, so that a large base of our audience has an even more engaging experience on our service.”
He added, “We will continue to invest in localization initiatives, adding more titles with Hindi subtitles or dubbing, and evolving the product experience for Prime members in India, enabling them to watch their favorite movies and TV shows at a time, on the device and in the language of their choice. Our efforts of localization will continue with a Tamil and Telugu user interface for customers which we will offer very soon.”
Prime members opting for the Hindi experience on Prime Video can select the Hindi language option from the settings of their Prime Video app for iOS and Android, on their desktop or personal computers via PrimeVideo.com or through supported connected devices like Smart TVs, gaming consoles such as Xbox One and PS3, PS4. Once chosen, the preferred language option will be saved for their future usage. Customers will always have the choice to control and change their language preference at any time, and they can set different language options for each device they own.