Amazon MX Player is being integrated into larger sibling Prime Video in India, which Amazon claims will form the country’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. Related Stories News 'The Girlfriend' Stars Robin Wright And Laurie Davidson "Went For Weird" To Keep Viewers Guessing In Thriller Series Casting Prime Video's 'The Probability of Miracles' Adds Georgia Acken, Michaela Watkins & Ema Inês
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. Watch on Deadline
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.
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.
Source: deadline.com