India growing the fastest globally for Amazon’s Fire TV platform

NEW DELHI: India has emerged as the fastest-growing market for Amazon’s content-streaming Fire TV platform, and the company is now looking to partner local companies to have the device pre-built into televisions.

The American e-commerce and technology giant has partnered homegrown Onida for its first set of Fire TV edition smart TVs, and plans to expand this to other brands in the coming time.

Sandeep Gupta, Amazon’s Global VP for Fire TV Devices and Experiences, said that led by Hindi and other vernacular languages, the adoption of the devices has been growing the fastest in India.

“One of the key differentiators for us is innovative content. Almost 70% of the content consumption on our platform here is in Hindi and other local languages such as Tamil, Telugu, Malayalam, and Kannada,” Gupta told TOI as he gave out the reasons for the stronger engagement in India.