Amazon hits back at Netflix with exclusive kids' programming deal in India

Amazon Prime Video is now the exclusive streaming home in India for "Oggy and the Cockroaches." Image: Amazon

Amazon has scored an exclusive kids' programming distribution deal in India as the SVOD’s battle with Netflix in the market heats up.

The multiyear content deal with Xilam Animation will make Amazon Prime Video India the exclusive streaming platform of all four existing and three upcoming seasons of the animated series "Oggy & the Cockroaches" and "Zig & Sharko." The deal also gives Prime members access to Xilam’s library with shows like "Floopaloo Where Are You," "A Kind of Magic," and "If I Were An Animal."

“Amazon Prime Video India is delighted to partner with Xilam Animation, creators of the world-famous animated series, 'Oggy & the Cockroaches' that continues to entertain kids for nearly 20 years,” said Nitesh Kripalani, director of Amazon Video India, in a statement. “This is an important milestone in the journey to offering the best kids’ entertainment to our Prime members.”

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"Xilam is proud of the growing success of its animated characters in India, with 'Oggy' leading the pack for many years now. As we prepare for the future, and the new ways content is used within the family, it is essential that we find the right partners to facilitate our expansion into the digital world. That's why we are so thrilled to be entering into this agreement with Amazon Prime Video since we value so highly their expertise in subscription streaming. As a multi-year deal this is a great step for Xilam as we look forward to watching the special bonds that our characters have developed in the hearts of millions of Indian kids, grow bigger and stronger," said Marc du Pontavice, Xilam Animation, in a statement.

The announcement from Amazon comes roughly one month after the SVOD confirmed its plans to expand its Prime Video service internationally to more than 200 countries and territories.

It also comes shortly after rival Netflix announced an exclusive streaming agreement with Indian studio Red Chillies that will give Netflix in India, and all other countries, access to the production company’s films.

India is clearly an important market for any U.S. or international OTT service, considering its population and the relative difficulty services like Netflix have had in trying to breaking into China, the only country with a larger population.