It is getting more difficult for Prime Video every day to convince users about their rental policy model. People are frustrated that even after paying the premium subscription fees, they have to resort to rentals for so many titles.
Being complained about on social media, Prime Video explained that this rental policy allows them to keep many titles on the platform that have their rights with different platforms and cannot be streamed on Prime.
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It also allows some movies to be available to rent a few days before the official streaming. But it is difficult for Prime to keep on with this model as they are the only ones that do this in India.
Netflix has an equally large user base and does not have a rental policy. And every other day Prime is compared to Netflix For this, and it does not seem to be fair.
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Users can have a lifetime possession with the buying of a title and a temporary possession with the rentals which will let them watch the movie even without subscribing to Prime Video. The overlap between this rental policy of Amazon Prime and the streaming business that is creating all the confusion.
Indian users are not very accustomed to it yet and Prime Video should try to segregate to base two businesses with more vigour to carry on both smoothly.