On October 7, 2024, Amazon officially announced the merger of its ad-supported streaming services, Amazon miniTV and MX Player, into a single platform called Amazon MX Player. This consolidation move is aimed at strengthening Amazon's presence in India's competitive video-streaming market. The decision follows Amazon's recent acquisition of key assets from MX Player, including its apps and select content.
In September 2024, it was first reported that Amazon planned to merge both streaming services to create the unified Amazon MX Player. This move is a part of Amazon’s broader strategy to enhance its streaming portfolio and cater to the growing demand for digital entertainment in India. As of September 2024, the combined service had amassed over 250 million unique users, making it one of the largest ad-supported streaming platforms in the country.
Amazon MX Player boasts a vast collection of content across various genres, including thrillers, action, dramas, romance, and coming-of-age stories. Popular Indian shows like Aashram, Dharavi Bank, Campus Diaries, Bhaukaal, Raktanchal, Shiksha Mandal, Roohaniyat, and many others will be featured on the platform. In addition, the service will offer a wide range of Korean, Mandarin, and Turkish shows dubbed in multiple Indian languages like Hindi, Tamil, and Telugu.
The platform is expected to continue investing in original programming and the returning seasons of popular shows. This move aligns with Amazon's broader goal of producing high-quality, engaging content that resonates with diverse audiences in India.
Amazon MX Player will be accessible through several channels, including mobile apps, the Amazon.in Shopping app, Prime Video, Fire TV, and connected televisions. This widespread availability ensures that viewers across India will have seamless access to the platform, enhancing the overall viewing experience.
According to Karan Bedi, head of Amazon MX Player, the merger with Amazon will allow the platform to offer superior streaming experiences and content at a faster pace. He emphasized that despite being part of Amazon, the service would remain free for users.
This strategic consolidation is seen as a significant step in Amazon’s streaming ambitions in India, which is becoming an increasingly important market for the company due to the rising demand for digital video content. India, with its vast internet user base, represents a critical market for the expansion of Amazon’s entertainment services.
Apart from Amazon MX Player, the company also operates Prime Video, a subscription-based streaming service that is bundled with its Prime membership. By offering both ad-supported and subscription-based options, Amazon is positioning itself to cater to a wide spectrum of viewers in India.
The merger of Amazon's services comes at a time when competitors are also making significant moves in the Indian market. Walt Disney is gearing up to merge its India operations with Reliance Industries as part of a joint venture that combines Viacom18 and Star India. This merger, valued at Rs 70,350 crore, was approved by the Competition Commission of India in August 2024.
Once complete, the merged entity will control about 85% of India’s video-streaming audience, encompassing two of the country’s largest platforms: Disney+ Hotstar and Jio Cinema. Other major players in India’s streaming space include Netflix, Zee5, and Sony LIV.
Amazon MX Player will play a key role in Amazon’s digital advertising strategy. The platform will leverage Amazon’s extensive customer data to provide relevant advertising opportunities to brands, enabling them to reach a vast and engaged user base across India. Marquee brands such as Mamaearth, Realme, Nissan, Lenovo, and WhatsApp have previously collaborated with Amazon miniTV for sponsored content and brand integrations.
According to Girish Prabhu, head of Amazon Advertising India, the integration of MX Player with Amazon’s advertising technology will help brands target the right audiences more effectively. Additionally, businesses will be able to measure outcomes from brand awareness to direct conversions, making advertising on Amazon MX Player a comprehensive solution.
Amazon MX Player’s extensive reach in smaller cities and towns is expected to assist Amazon in its rural expansion strategy. As digital consumption increases in rural India, Amazon MX Player's stronghold in these areas will help the company penetrate new markets. This rural push comes at a time when Amazon is intensifying its battle against Flipkart, a Walmart-owned e-commerce giant, for dominance in India’s online retail market.
Amazon has also seen changes in its leadership structure in India. Samir Kumar, a company veteran, was recently appointed as the India country manager effective from October 1, 2024. Kumar succeeds Manish Tiwary, who resigned unexpectedly in August. Kumar is expected to lead Amazon’s consumer businesses in India, as well as in regions like the Middle East, South Africa, and Turkey.
This leadership change signifies Amazon’s continued focus on maintaining a strong foothold in India, both in the e-commerce and streaming sectors.
Conclusion
The creation of Amazon MX Player marks a significant milestone in Amazon’s journey to expand its entertainment offerings in India. With a robust content library, cutting-edge advertising capabilities, and strong rural penetration, Amazon MX Player is poised to become a major player in the country’s ad-supported streaming space. As competition heats up, this move will help Amazon consolidate its position and offer a richer viewing experience to millions of Indian users.