May 07, 2026 10:05am IST
Amazon to Integrate MX Player into Prime Video, Creating India’s Largest Unified Free-and-Paid Streaming Giant (EXCLUSIVE)
In a major consolidation move, Amazon is integrating Amazon MX Player into Prime Video.
The unification will bring together India’s largest selection of exclusive and original content across free and paid streaming under a single destination, positioning Prime Video as the definite one-stop hub for India’s diverse audience base. The integration will allow Prime members to access an expanded library across devices, with the choice to watch with ads or upgrade to ad-free viewing. At the same time, users seeking free, high-quality entertainment will benefit from a broader catalog of ad-supported video-on-demand (AVOD) content, alongside seamless pathways to subscribe to Prime.
The move builds on Amazon’s 2024 acquisition of select MX Player assets, which were merged with Amazon miniTV to form Amazon MX Player. That platform quickly gained strength through its rooted, mass-appealing originals and innovative ad technology that made quality entertainment accessible to millions of Indians. Over the coming months, the two services will fully merge under the Prime Video brand, encompassing multiple streaming models — Subscription Video on Demand (SVOD), AVOD, Transactional Video on Demand (TVOD), and add-on subscriptions — all in one place.
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Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, says, “Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences. With the integration of Amazon MX Player’s expansive original slate and audience scale, our collective offering is bigger and stronger than ever — making Prime Video the one-stop destination for quality entertainment for every customer in the country.”
He added that combining MX Player’s wide-reaching content with Prime Video’s established franchises would significantly expand the platform’s appeal across demographics and regions. “Amazon MX Player has built remarkable engagement through a diverse library, and bringing it together with Prime Video’s iconic stories means we can keep serving our customers with the largest selection of exclusive and original content from India and around the world,” Gandhi adds.
The merger is also poised to transform India’s digital advertising ecosystem. By unifying free and paid audiences, Amazon is creating a single platform that spans the entire consumer funnel. Girish Prabhu, Vice President & Head, Amazon Ads India, says, “The unification of Amazon MX Player with Prime Video is a game changer for advertisers in India. We've created a single streaming destination that reaches audiences across the entire spectrum — from free ad-supported viewers to Prime members — enabling true full-funnel advertising on an unprecedented scale. Advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes, making Prime Video the most comprehensive video advertising service in Indian streaming.”
The transition has been designed to minimize disruption while expanding choice. The Amazon MX Player app on Android will continue operating for free, but with a rebranded identity and an integrated Prime Video experience. Users will retain free access while being offered subscription upgrades. On iOS, smart TVs, and web platforms, MX Player users will be redirected to Prime Video, where both free (AVOD) and premium content will be available. Amazon emphasized that the Android app’s pan-India reach remains critical for growing the overall AVOD business and driving subscription growth. The company plans to continue investing in and scaling this distribution channel under the Prime Video umbrella.
Prime Video is known for its premium global and local programming, along with its strength in building franchises, while Amazon MX Player has a strong portfolio of mass-market content, including original series, reality shows, micro-dramas, and international dubbed content. Together, the combined service promises India’s most holistic entertainment offering — expanding choice, selection, and variety. With this integration, Amazon is betting big on a hybrid streaming future in India — one that blurs the line between free and paid entertainment while maximizing reach, engagement, and monetization.
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