Amazon is bringing together Prime Video and Amazon MX Player under a single platform, creating a unified streaming destination that combines subscription-based, ad-supported, and transactional video services for Indian audiences.
The move follows Amazon’s 2024 acquisition of select MX Player assets, which were merged with Amazon miniTV to form Amazon MX Player. Over the coming months, the integration will consolidate both platforms under the Prime Video brand, offering users access to a broader mix of originals, exclusives, free content, and premium entertainment in one place.
With the merger, Prime members will gain access to Amazon MX Player’s original content library alongside Prime Video’s existing slate across devices, with options for both ad-supported and ad-free viewing. Users looking for free streaming content will also continue to access a large AVOD catalogue through the integrated experience.
Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, said the integration strengthens the platform’s ambition to become a comprehensive entertainment destination for Indian viewers by combining Prime Video’s premium storytelling with Amazon MX Player’s large-scale audience reach and locally rooted originals.
The integration also expands Amazon’s advertising ecosystem. Girish Prabhu, Vice President and Head, Amazon Ads India, said the unified platform will allow advertisers to engage audiences across both free and paid streaming segments through a single video advertising destination powered by Amazon’s consumer data and ad-tech capabilities.
As part of the transition, the Amazon MX Player Android app will continue operating for free users with a rebranded interface and an integrated Prime Video experience, while also offering the option to subscribe to Prime. On iOS, web, and connected TV platforms, users will be redirected to Prime Video to access content from both services, including free ad-supported programming.
Amazon said the wide Android distribution of Amazon MX Player will continue to play a key role in expanding its AVOD business and driving subscription upgrades under the Prime Video umbrella.
