Amazon has announced that it will integrate Amazon MX Player into Prime Video and bring its free and paid streaming services under a single platform in India. The move marks Amazon’s latest effort to strengthen its position in the country’s highly competitive OTT market.
The rollout will happen over the next few months. Once completed, users will be able to access Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions from one place.
This development is part of a larger strategy that started in 2024 when Amazon acquired certain assets of MX Player and later merged them with Amazon miniTV to launch Amazon MX Player.
The integration with Prime Video now takes Amazon’s strategy one step further. Instead of operating Prime Video and Amazon MX Player separately, the company will create a unified streaming destination that combines free entertainment with premium subscription content.
Prime members will continue to get access to premium originals, movies, and exclusive content. They will also have the option to watch content with ads or in an ad-free experience, depending on the plan and content type.
Users who prefer free streaming will get access to a larger AVOD library directly through the platform. Amazon also plans to make it easier for free users to upgrade to Prime subscriptions from within the app.
The merger also combines two different content ecosystems. Prime Video brings premium international and Indian originals, while Amazon MX Player contributes free originals, reality content, micro dramas, and dubbed Korean, Turkish, and Mandarin shows that became popular among Indian audiences.
The transition process will differ depending on devices. On Android, the standalone Amazon MX Player app will continue to exist but with a rebranded experience. The app will still work as a local media player and offer free streaming content. It will also include a dedicated Prime Video section for users who want access to subscription content.
For iOS users, smart TVs, and web users, Amazon will redirect users directly to the main Prime Video app. Once redirected, users will be able to access both free and premium content libraries from the same interface.
MX Player was originally known as a popular Android media player app before it evolved into a streaming platform with free ad-supported content. Over the years, it built a strong audience in India with Hindi originals, dubbed international shows, and regional content. Amazon saw this large user base as an opportunity to expand its AVOD business in India.
In October 2024, Amazon officially merged MX Player with Amazon miniTV and introduced the combined service as Amazon MX Player. At that time, the company said the combined platform had over 250 million unique users. This made it one of the largest free streaming services in India.
Amazon is also focusing heavily on advertising opportunities through this integration. By combining Prime Video and Amazon MX Player, advertisers will get a single platform to target users across both free and paid streaming tiers. Amazon says its advertising technology and customer data signals will help brands deliver more targeted campaigns.
Related Posts
