This merger aims to create one of India’s largest free ad-supported video-on-demand (AVOD) services, accessible via the mobile app, Amazon.in, Prime Video, and Fire TV
In a significant move to dominate India’s free streaming market, Amazon has acquired key assets of MX Player, merging it with Amazon miniTV to form the newly branded Amazon MX Player. As of September, the combined service boasts over 250 million unique users, offering thousands of original shows, popular movies, and international series dubbed in local languages.
The platform’s vast content library includes hit series like Aashram, Physicswallah, and Bhaukaal, as well as a variety of Korean, Mandarin, and Turkish dramas dubbed in Hindi, Tamil, and Telugu. This merger aims to create one of India’s largest free ad-supported video-on-demand (AVOD) services, accessible via the mobile app, Amazon.in, Prime Video, and Fire TV.
Girish Prabhu, Head of Amazon Advertising India, emphasised the enhanced advertising potential, stating, “This partnership allows brands to leverage Amazon’s vast customer signals to reach a highly engaged base across India.” The merged entity provides advertisers with extensive opportunities to connect with viewers, from the top to the bottom of the marketing funnel.
Karan Bedi, Head of Amazon MX Player, added, “This merger allows us to offer high-quality, free entertainment at a scale faster than we could have independently, benefiting both viewers and advertisers.”
Amazon continues to invest in original programming and returning seasons, ensuring that Amazon MX Player will remain a key player in India’s streaming landscape while offering a top-tier, free entertainment experience.
