Mumbai: Prime Video is set to become India’s largest streaming destination for exclusive originals as Amazon integrates Amazon MX Player with Prime Video, bringing together free and paid streaming content under a single platform. The move combines Prime Video’s premium entertainment portfolio with Amazon MX Player’s wide-reaching ad-supported content ecosystem, creating a unified service across SVOD, AVOD, TVOD, and add-on subscriptions.
The integration follows Amazon’s 2024 acquisition of certain MX Player assets, which were merged with Amazon miniTV to form Amazon MX Player. Over the coming months, the combined platform will offer viewers a wider selection of originals, exclusives, international content, reality shows, and micro-dramas, alongside seamless access to Prime subscriptions.
With the integration, Prime members will gain access to an expanded content slate across devices, with the option to watch with ads or choose an ad-free experience. Meanwhile, users looking for free entertainment will continue to have access to AVOD content through the platform.
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.
The integration also creates a larger unified ecosystem for advertisers, combining audiences across both free and subscription streaming environments.
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.”
As part of the rollout, the Amazon MX Player Android app will continue serving local streaming users with a refreshed Prime Video-led experience and the option to subscribe to Prime. On iOS, web, and connected TV platforms, Amazon MX Player users will be redirected to Prime Video, where they will have access to both free AVOD and premium content offerings.
The combined platform is expected to significantly strengthen Prime Video’s position in India’s highly competitive streaming market by expanding content diversity, audience reach, and monetisation opportunities across subscription and advertising-led models.
