Amazon MX Player is being integrated into larger sibling Prime Video in India, which Amazon claims will form India’s largest streaming service.
The unification of the two Amazon streaming services will lead to an offer of a wider selection of ad-funded free content and the services from subscription streaming Prime Video. The combined service will have the largest selection of titles in India.
This will effectively mark the end of the Amazon MX Player brand, though it will remain as an app on the Android platform. However, users clicking through will be rerouted to the rebranded Prime Video identity, while those using iOS, Living Room and other web apps will be redirected to Prime Video, a rep confirmed today.
The merger puts Prime Video further in competition with JioHotstar, the Reliance Industries- and Disney-run streamer that is currently the market leader. Prime Video currently has around 20 million paying subs in India, making the country one of the tech giant’s most important territories, while free streamer MX Player has somewhere close to 300 million monthly users.
Amazon acquired certain MX Player assets in 2024 and merged it with its own free streamer, Amazon miniTV, to form Amazon MX Player. Now it is merged with Prime Video, Amazon’s streaming offer is a one-stop shop for SVOD, AVOD, TVOD and add-on subscriptions.
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 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.
Girish Prabhu, Vice President & Head, Amazon Ads India, claimed the merged service would be “a gamechanger for advertisers in India” that allows for “true full-funnel advertising on an unprecedented scale.”
Prime Video’s local original series include Mirzapur, Paatal Lok and new hit Matka King, while MX Player made the likes of Aashram, Bhaukaal and Raktanchal. It also landed a hit in a local version of UK reality competition format Rise and Fall.