Amazon MX Player is being absorbed into Prime Video, combining India’s free and paid streaming catalogs under a single platform.
The integration is expected to complete within the next few months. The unified platform will cover subscription, ad-supported, transactional, and add-on subscription offerings simultaneously, giving Prime members the choice of ad-supported or ad-free viewing. Non-subscribers will have access to a wider free library with a direct path to upgrade to Prime.
Amazon MX Player emerged in 2024 when Amazon acquired select assets from the legacy MX Player brand and combined them with its Amazon miniTV operation. The merged service built a substantial user base through locally rooted originals, reality formats, microdramas, and a catalog of dubbed international content, along with ad technology that enabled free digital entertainment at scale across India.
“Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences,” Gaurav Gandhi, VP, Asia-Pacific and ANZ, Prime Video, said. “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,” Gandhi added.
On the technical rollout, the Amazon MX Player app on Android will continue operating with a rebranded identity, featuring a dedicated Prime Video experience and a path to Prime membership for users who choose to upgrade. Those accessing Amazon MX Player via iOS, connected TV, or the web will be redirected to Prime Video, where content from both services – including free, ad-supported titles – will be available.
“The unification of Amazon MX Player with Prime Video is a gamechanger for advertisers in India,” Girish Prabhu, VP and head of Amazon Ads India, said. “We’ve created a single streaming destination that reaches audiences across the entire spectrum – from free ad-supported viewers to Prime members – enabling true full-funnel advertising on an unprecedented scale. Advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes, making Prime Video the most comprehensive video advertising service in Indian streaming.”
