Prime Video and Amazon MX Player Join Forces to Enhance Indian Streaming Experience
Amazon Integrates MX Player with Prime Video in India
Amazon has announced the integration of MX Player into its Prime Video platform in India, a move the company claims will create the largest streaming service in the country. This unification will enhance content offerings, providing a broader selection of ad-supported free content alongside the subscription-based Prime Video.
The convergence effectively signals the end of the MX Player brand, although the app will continue to be available on the Android platform. Users of the app will now be redirected to the rebranded Prime Video, while those using iOS and other web versions will also be directed to the Prime Video platform, as confirmed by a company representative.
This merger places Prime Video in a stronger competitive position against JioHotstar, a streaming service operated by Reliance Industries and Disney, which currently leads the Indian market. While Prime Video has approximately 20 million paying subscribers in India, MX Player boasts around 300 million monthly users, indicating a significant user base.
Amazon acquired specific assets of MX Player in 2024, subsequently merging it with Amazon miniTV to establish Amazon MX Player. With this latest consolidation, Prime Video aims to provide a comprehensive range of services, including Subscription Video on Demand (SVOD), Ad-supported Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions.
Gaurav Gandhi, Vice President for Asia-Pacific and ANZ at Prime Video, emphasized the platform’s commitment to showcasing diverse stories. "Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences," he stated. He further highlighted that the integration of MX Player’s extensive original content and audience reach strengthens Prime Video’s offering.
Girish Prabhu, Vice President & Head of Amazon Ads India, described the merged service as a potential "gamechanger for advertisers in India," promising the capability for "true full-funnel advertising on an unprecedented scale."
Prime Video’s original series lineup includes popular titles such as Mirzapur, Paatal Lok, and the recent hit Matka King. Meanwhile, MX Player is known for producing successful shows like Aashram, Bhaukaal, and Raktanchal, and has also made waves with a local version of the UK reality competition Rise and Fall.
