Prime Video is to integrate Amazon MX Player into its service in India, creating a single streaming destination spanning free and paid content.
The move brings together Prime Video’s subscription service with Amazon MX Player’s AVOD offering, combining SVOD, AVOD, TVOD and add-on subscriptions under the Prime Video brand.
Amazon acquired part of MX Player in 2024 and merged it into Amazon miniTV to create Amazon MX Player. The service has since built reach through free originals, local content and ad-supported streaming.
Gaurav Gandhi, VP Asia-Pacific and ANZ at Prime Video, said the integration would make Prime Video “the one-stop destination for quality entertainment” in India, combining Prime Video’s premium originals with Amazon MX Player’s audience scale.
For advertisers, Amazon said the unified service creates a single platform to reach both free ad-supported viewers and Prime members.
Girish Prabhu, VP and head of Amazon Ads India, described the integration as “a gamechanger for advertisers in India”, adding that it enables full-funnel advertising powered by Amazon shopping, browsing and streaming signals.
The Amazon MX Player Android app will continue to serve free AVOD users with a rebranded identity and a dedicated Prime Video experience, while iOS, connected TV and web users will be redirected to Prime Video.
The combined service will include Prime Video originals and international content alongside Amazon MX Player’s original series, reality shows, micro-dramas and dubbed programming.
