Netflix may have Shah Rukh Khan, but Amazon has just signed with Bollywood star Salman Khan that gives the distributor the rights to Khan's current and upcoming films. Guaranteed in the deal is Khan's recent release Tubelight, Bajrangi Bhaijaan, Kick, Jai Ho and Hero. Any upcoming films will premiere on Amazon Prime Video directly after their theatrical release.
Amazon and Netflix have been battling for India since early 2016. India is the second largest country in internet users at 460 million. Last January, Netflix entered the country looking to stream. Later in the year the service announced a streaming deal with star Shah Rukh Khan right after Amazon had launched their services in India.
These announcements have been huge steps for both services in India, which the majority of users rarely watch international media through television. According to The Hollywood Reporter, 60% of Indian television viewed is domestic, while a small 0.5% is international. Films isn't any better with Hollywood and foreign titles holding 10% in cinemas. With Salman Khan and Shah Rukh Khan's deals on Amazon and Netflix, users may be expanding their cinematic lenses in the future.