Prime Video and Amazon MX Player integrate to create India’s biggest streaming platform

Amazon Prime Video and Amazon MX Player integrate

Amazon MX Player will join Prime Video, bringing together India's largest selection of exclusive and original content across free and paid streaming under a single destination. The integration makes Prime Video a one-stop hub for quality entertainment for every viewer and every mood to serve India's diverse customer base. With the unification of the two streaming services, Prime members will enjoy a wide selection of originals and exclusives across devices with the choice to watch with ads or go ad-free. For customers seeking free, high-quality video entertainment, the unified service will offer a wider selection of AVOD content, in addition to offering seamless experiences to subscribe to Prime.

All services on one platform

In 2024, Amazon acquired certain MX Player assets and merged them with Amazon miniTV to create Amazon MX Player, a service that built its expansive reach on the strength of its rooted, wide-appealing originals, and ad tech innovation that has democratised access to free and quality entertainment. In the next few months, this integration will bring together India's largest free-and-paid streaming service under one brand, spanning Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions, all in one place.

Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, says, "Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences. With the integration of Amazon MX Player's expansive original slate and audience scale, our collective offering is bigger and stronger than ever - making Prime Video the one-stop destination for quality entertainment, for every customer in the country."

"Amazon MX Player has built remarkable engagement through a diverse library, and bringing it together with Prime Video's iconic stories means we can keep serving our customers with the largest selection of exclusive and original content from India and around the world," he adds.

Single destination to reach audiences

For advertisers, the integration creates a single destination to reach audiences across free and paid streaming. Girish Prabhu, Vice President & Head, Amazon Ads India, says, "The unification of Amazon MX Player with Prime Video is a gamechanger for advertisers in India. We've created a single streaming destination that reaches audiences across the entire spectrum - from free ad-supported viewers to Prime members - enabling true full-funnel advertising on an unprecedented scale. Advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes, making Prime Video the most comprehensive video advertising service in Indian streaming."

The Amazon MX Player app on Android will continue to serve its native local player and streaming AVOD users for free, with a rebranded identity and a dedicated Prime Video experience, with an option for customers to subscribe to Prime and unlock a wider selection. The Amazon MX Player app on iOS, Living Room and web apps will redirect all customers to Prime Video, where they will enjoy content from both services including AVOD content for free. The pan-India distribution offered by the Amazon MX Player app on Android is important for the overall growth of the AVOD offering and subscription upgrades. Amazon will continue to build and grow it under the Prime Video brand.