Prime Video Integrates Amazon MX Player in Major India Streaming Push

Prime Video is integrating Amazon MX Player into its platform, bringing together free and subscription-based streaming under a single entertainment destination in India.

The move combines Prime Video’s premium originals and global content library with Amazon MX Player’s strong ad-supported streaming reach, creating what the company describes as India’s largest destination for exclusive and original streaming content 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 unified platform will offer viewers access to content across free and paid tiers, with Prime members able to choose between ad-supported and ad-free experiences.

Gaurav Gandhi said the combined offering strengthens Prime Video’s position as a comprehensive entertainment destination for Indian audiences.

“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,” Gandhi said.

For advertisers, the integration creates a unified platform spanning both free viewers and subscription audiences. Girish Prabhu described the move as a significant opportunity for full-funnel video advertising at scale across India’s streaming ecosystem.

Under the transition plan, the Amazon MX Player Android app will continue serving free AVOD audiences with a rebranded Prime Video experience and subscription upgrade options. On iOS, web and connected TV platforms, users will be redirected to Prime Video to access content from both services.

The combined service will bring together Prime Video’s premium originals and international programming with Amazon MX Player’s slate of regional originals, reality content, micro-dramas and dubbed international titles, expanding content choice for Indian viewers across genres and languages.