Amazon MX Player has announced a collaboration with Prime Video, bringing together their content offerings under a unified streaming platform.
Over the coming months, the integration will combine free and paid streaming services under one brand, covering Advertising Video on Demand (AVOD), Subscription Video on Demand (SVOD), Transactional Video on Demand (TVOD) and add-on subscriptions
Prime members will gain access to a wider slate of originals and exclusive content across devices, with the option to watch with ads or choose an ad-free experience.
Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video who will lead the integrated platform, said, “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, “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.”
The integration also aims to create a unified destination for advertisers looking to reach audiences across both free and premium streaming segments.
Girish Prabhu, Vice President & Head, Amazon Ads India, said, “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.”
The Amazon MX Player app on Android will continue to serve existing AVOD users free of cost, while introducing a refreshed identity and a dedicated Prime Video experience.
