In a major development in India’s streaming landscape, Prime Video has announced the integration of Amazon MX Player into its platform, making what the company calls India’s largest streaming service for exclusive originals across free and paid entertainment.
Prime Video and Amazon MX Player merge to create India’s largest streaming platform with free and paid content
The move will bring together Prime Video’s premium subscription-based content library with Amazon MX Player’s extensive ad-supported content offering, giving viewers access to a broader range of entertainment under one unified destination. The combined platform will span subscription video on demand (SVOD), advertising video on demand (AVOD), transactional video on demand (TVOD) and add-on subscriptions.
This integration comes after Amazon acquired some MX Player properties in 2024 and merged them with Amazon MiniTV to create Amazon MX Player. The service rapidly expanded its reach through local originals, reality programming, micro-dramas and dubbed international content.
With the latest merger, Prime members will now have access to a larger catalog of originals and exclusives across all devices, with the option to watch content with ads or choose an ad-free experience. Additionally, viewers looking for free entertainment will continue to have access to a wide selection of ad-supported content, along with uninterrupted opportunities to subscribe to Prime.
Speaking about the integration, Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, said, “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 extensive 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.”
He further added, “Amazon MX Player has created remarkable engagement through a diverse library, and bringing it together with Prime Video’s iconic stories means we can serve our customers with the largest selection of exclusive and original content from India and around the world.”
The integration is also expected to significantly expand advertising opportunities on the platform. Girish Prabhu, vice president and head of Amazon Ads India, described the move as a “gamechanger” for advertisers.
“The integration of Amazon MX Player with Prime Video is a gamechanger for advertisers in India. We have created a single streaming destination that reaches audiences across the entire spectrum – from free ad-supported viewers to Prime members – to enable true full-funnel advertising at an unprecedented scale. Advertisers now have access to the most relevant and high-performing ad formats, powered by trillions of shopping, browsing and streaming signals, delivering measurable results to every impression. Prime Video is the most comprehensive video advertising service in Indian streaming,” he said.
As part of the rollout, the Amazon MX Player app on Android will continue to offer the free streaming service to users with a rebranded identity and an integrated Prime Video experience. Users will also get the option to upgrade to a Prime subscription for expanded content access. Meanwhile, the iOS, web and Living Room versions of the app will redirect viewers directly to Prime Video, where content from both services will be accessible.
Prime Video currently has a number of acclaimed Indian and international originals, while Amazon MX Player has established a strong hold in the free streaming market through its diverse catalogue. With this integration, Amazon aims to strengthen its position in India’s rapidly growing OTT ecosystem by catering to both premium subscribers and free-streaming viewers under a single entertainment hub.
