Prime Video India: The Ultimate Streaming Powerhouse
Amazon MX Player is set to merge with its larger sibling, Prime Video, in India to create the country's largest streaming service. This integration will offer a broader range of ad-supported free content and subscription streaming services under the Prime Video umbrella. The combined platform will boast the largest selection of titles in India, effectively phasing out the Amazon MX Player brand. Users on Android devices will be redirected to the rebranded Prime Video interface, while those on iOS, Living Room, and other web apps will also be directed to Prime Video.
This move will position Prime Video in direct competition with JioHotstar, the current market leader in India's streaming industry. With approximately 20 million paying subscribers in India, Prime Video is a key market for Amazon. The merger of Amazon MX Player with Prime Video creates a comprehensive streaming service offering SVOD, AVOD, TVOD, and add-on subscriptions. Gaurav Gandhi, Vice President of Asia-Pacific and ANZ at Prime Video, emphasized the enhanced content offering resulting from the integration of Amazon MX Player's original content and audience scale.
According to Girish Prabhu, Vice President & Head of Amazon Ads India, the merged service will revolutionize advertising opportunities in India, providing advertisers with a platform for full-funnel advertising at an unprecedented scale. Prime Video's lineup of local original series includes popular titles like Mirzapur, Paatal Lok, and the recent hit Matka King, while MX Player has produced successful shows such as Aashram, Bhaukaal, and Raktanchal. The platform also introduced a local adaptation of the UK reality competition format Rise and Fall.
In conclusion, the merger of Amazon MX Player with Prime Video in India will create a powerhouse streaming service offering a diverse range of content to cater to the country's entertainment needs. This strategic move aims to solidify Prime Video's position in the Indian market and provide users with a comprehensive streaming experience.