Amazon Integrates MX Player Into Prime Video, Expands Streaming and Ad Offerings
Amazon has integrated MX Player into Prime Video, combining free and premium content while expanding ad opportunities for brands.
SociapaHQ
Amazon has merged Amazon MX Player with Prime Video. This brings together free and subscription-based content on a single platform as it aims to strengthen its position in India’s booming OTT market and broaden advertising opportunities for brands.
Prime Video is your one-stop shop for all the original content from Prime Video and Amazon MX Player’s library of scripted series, reality shows, micro-dramas and international dubbed content. The merger creates the largest destination in India for exclusive and original streaming content, Amazon said.
Bundled catalogue includes popular Prime Video originals like Mirzapur, Panchayat and The Family Man, alongside Amazon MX Player titles like Aashram, Made in India, Hip Hop India and Rise and Fall and a wide selection of international dubbed shows.
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Advertising Expansion:
The move also significantly expands Amazon Ads’ streaming offering, giving advertisers access to audiences across free and premium content through a single media buying platform.
Girish Prabhu, Vice President and Head of Amazon Ads India said in a statement, “The unification of Amazon MX Player with Prime Video significantly uplevels the possibilities for advertisers in India. For viewers, it means more of the content they love, all in one place. For advertisers, the new service means broader, more engaged audiences in one destination up for sponsorship and custom creative brand opportunities,” he said.
“It’s more than scale. It’s giving brands access to Amazon’s full-funnel advertising capabilities,” Prabhu said.
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"This is not just about reach—it is about performance, scale and precision. Brands can now leverage shoppable formats, integrate within India's biggest shows, sponsor premium content and measure real impact from impression to outcome, all within one streaming service powered by trillions of Amazon signals," he said.
Amazon said advertisers will be able to use the company's shopping, browsing and streaming insights to target consumers based on interests and behaviour, supporting campaigns across awareness, consideration and conversion.
