Amazon Prime Video plans to integrate Amazon MX Player into its platform. This move follows Amazon’s acquisition of certain MX Player assets in 2024. Those assets were later combined with Amazon miniTV to form Amazon MX Player.
The company states this integration will create India’s largest streaming destination. It will offer both free and paid exclusive and original content. Users will access Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions on a single platform.
Prime Video’s premium subscription service will combine with Amazon MX Player’s ad-supported access. This provides a unified experience for viewers.
Integration Timeline
The combined service will launch in the coming months. Amazon issued a statement confirming the details. “Amazon MX Player will join Prime Video,” the company said. “This brings India’s largest collection of exclusive and original content under free and paid streaming to one place.”
The integration aims to deliver a mixed entertainment experience. Prime members can watch originals and exclusives on various devices. They will have options to view with or without ads.
Free users retain access to AVOD content. They will also get easy options to subscribe to Prime.
Executive Insights
Gaurav Gandhi, Vice President of Prime Video for Asia-Pacific and ANZ, commented on the development. He said the mixed platform strengthens Amazon’s entertainment offerings in India.
Prime Video has always focused on stories reflecting audience diversity, Gandhi noted. Adding Amazon MX Player’s original content and large viewer base makes the offering larger and stronger. “Prime Video becomes a single destination for high-quality entertainment for every customer in the country,” he added.
Gandhi further explained that Amazon MX Player built strong engagement through its diverse library. Combining it with Prime Video’s popular stories means customers get the largest collection of exclusive and original content from India and worldwide.
Benefits for Advertisers
The company positions this integration as a major opportunity for advertisers. It creates a single destination reaching both free and premium viewers.
Girish Prabhu, Vice President and Head of Amazon Ads India, called it a significant step. “Amazon MX Player joining Prime Video is a game-changer for advertisers in India,” he said. This forms a single streaming destination spanning free, ad-supported viewers to Prime members. It enables full-funnel advertising at unprecedented scale.
Transition Plan Details
Under the transition plan, the Amazon MX Player app on Android continues as a free AVOD platform. It will include Prime Video’s new look and subscription options for users.
On iOS, living room devices, and web platforms, MX Player users will redirect to Prime Video. Both services’ content, including free AVOD programming, will be available there.
Amazon emphasized the Android app’s widespread reach across India. It remains key for AVOD business growth and future subscription upgrades.
Content Expansion
Prime Video currently offers a mix of international and local premium content. Amazon MX Player has built a large audience with original series, reality programming, micro dramas, and dubbed international content.
This joint service will increase content diversification. It strengthens Amazon’s position in India’s fast-growing competitive streaming market.
The integration builds on the 2024 asset acquisition. It positions the platform to serve diverse viewer preferences with free and paid options.
