Mumbai: In June 2024, Amazon acquired MX Player and merged it with miniTV to create Amazon MX Player, a new ad-supported streaming service aimed at strengthening Amazon’s presence in India’s video streaming market. The new platform combines content from both legacy platforms.
Speaking during a Fireside Chat at Brew 2025 organized by GroupM, Karan Bedi, Director & Head – Amazon MX Player, shared that much has changed since the acquisition.
“If I were to bucket it, there would be two or three major areas. Two of the main ones would be the sheer scale and diversity of content. The kind of content we used to do with MX has changed dramatically,” he said.
He explained that the ambitions of the platform have evolved, and there is now access to content that Amazon had been working on prior to the acquisition.
The chat was moderated by Ashwin Padmanabhan, COO, GroupM South Asia, on the topic: ‘Content Economics in the Streaming Age: Revolutionizing Brand Storytelling’.
Bedi elaborated on the expanded content portfolio: “It’s a mix of everything — content already in the pipeline at Amazon, licensing deals, and new productions. MiniTV was a product Amazon had developed before the acquisition, and much of that content has started flowing into Amazon MX Player. Shows like Hustlers, Half CA, and other youth-centric content are now part of our catalogue. We also have premium films like Pushpa and Hiraiya coming in from Prime Video.”
Diverse Content Offerings
Bedi emphasized that the type of content and the diversity across genres — reality, drama, comedy, romance — have increased substantially.
He highlighted the significant investment in “Videshi” content as well: “We have by far the largest catalogue of international content — Korean, Mandarin, and Turkish shows, all dubbed for Indian audiences.”
Language dubbing has also expanded beyond Hindi, Tamil, and Telugu to now include Kannada and Malayalam, with plans for Bengali and Punjabi.
“At our scale, even a few percentage points’ growth in regional markets adds up to a very large audience,” Bedi noted.
Platform Reach and Growth Roadmap
When asked about Amazon MX Player’s current reach and future plans, Bedi revealed: “Today, we have a reach of 250 million users across our Android and iOS apps. We’re also integrated within Prime Video, making our content accessible to all Prime members. Additionally, we’re available on Connected TVs like LG and Samsung, and on the Amazon Shopping app.”
He shared that Connected TV penetration now stands close to 20%, and expects both reach and engagement to double over the next year.
Improving Brand Safety Perceptions
Addressing concerns about MX Player’s earlier brand safety image, Bedi said, “There has been a sea change. I encourage people to open the app and experience the transformation. The kind of content we now offer — drama, comedy, romance — is high-quality and brand-safe.”
He distinguished between previously controversial content and the current offering, stating: “We no longer have egregious content involving excessive sexuality, gore, or anti-national narratives. What we now offer is dramatic and relatable storytelling across various settings.”
Experimenting with Microdramas
Bedi also spoke about the rising trend of microdramas — short, vertical-format episodes of one to one-and-a-half minutes: “We earlier had a product called Takatak, which eventually merged with Moj. Now, we’re launching Fatafat, a new initiative focused on microdramas. You’ll see shows with 50–80 short episodes, designed for quick, engaging consumption.”
Fatafat is set to launch within a month and will exist within the main Amazon MX Player app.
Advertiser Response and Demographic Shift
On brand response, Bedi proudly noted: “We have every major brand onboard — Apple, Samsung, Coca-Cola, Sprite, Mamaearth, Minimalist, and many more. Repeat advertising from these brands is proof that it’s working.”
He added that the platform’s traditionally male-skewed audience (previously 80–85% male) has shifted to 70% male and 30% female, expanding appeal to advertisers targeting women.
When asked about standout content, Bedi cited ‘Rise and Fall’, an upcoming reality show: “It’s a unique captive reality format that mirrors the highs and lows of real life — an exciting concept we are anchoring our festive lineup around.”
On leveraging Amazon’s technology and commerce data, Bedi said: “We combine Amazon’s powerful ad tech with deep shopping signals. Unlike traditional demographic proxies, we know exactly who your customers are and can help you target them precisely. Whether you’re selling a smartphone, shoes, or soap, we offer unmatched audience precision.”
Bedi closed by saying: “It’s an exciting new chapter for Amazon MX Player. With enhanced content, better technology, and a broader vision, we invite brands and audiences to join us as we continue to evolve.”
