Mumbai: Amazon has acquired certain assets of MX Player, including its popular app, which is a leading free streaming OTT service in India. This acquisition merges two of India’s top ad-supported video on demand (AVOD) services—MX Player and Amazon miniTV—into a single platform called Amazon MX Player. In September alone, over 250 million unique users accessed thousands of original shows, popular movies, and international content dubbed in local languages on this combined service, establishing it as one of the largest providers of premium free streaming content in India.
Amazon MX Player boasts an extensive library featuring hit shows such as Aashram, Dharavi Bank, Campus Diaries, Bhaukaal, and Raktanchal, along with a diverse collection of popular Korean, Mandarin, and Turkish series dubbed in Hindi, Tamil, and Telugu. This makes it one of India’s premier entertainment destinations, offering a wide range of genres including thrillers, action, dramas, coming-of-age stories, and romance—all available through its mobile apps, the Amazon.in Shopping app, Prime Video, Fire TV, and connected TVs.
“Today we are bringing together the vast reach of MX Player, with the advertising tech that leverages Amazon’s billions of customer signals,” said Girish Prabhu, Head of Amazon Advertising India.“It’s about enabling all brands, not just the ones selling on Amazon, to reach and deliver relevant advertising to a very large and engaged base across India. It’s about directly measuring outcomes from the very top of the funnel to the very bottom.”
Amazon will continue to invest in originals and returning seasons of popular shows, which will help provide advertisers the opportunity to deepen their relationships with viewers.
“Amazon and MX Player obsess over customer experience and are both believers in the future of free entertainment,” said Karan Bedi, Head of Amazon MX Player.“Being part of Amazon will let us continue to delight millions of viewers across the country. We will offer high-quality entertainment and streaming experiences faster than we could have done independently, while continuing to keep the service free. This merger will mean great things for our viewers, advertisers and content partners, and will let us bring MX Player to even more people in India.”
