Q] With the merger of MX Player and Amazon miniTV, what unique value proposition does Amazon MX Player offer compared to other AVOD (Advertising-based Video On Demand) platforms in India?
Karan: It is a unique proposition. The way we think about it is that we have used this opportunity to create a much wider selection for our consumers. This has resulted in three key benefits. First, the already extensive reach has been further enhanced. MX Player is now available not only on its own apps but also across Fire TV, Prime Video, and the Amazon Shopping app. Second, the selection of content has expanded significantly. MX Player has built several successful franchises, while MiniTV has also developed a compelling library of content, which is now exposed to this larger, combined distribution. Lastly, the combination of this reach with Amazon’s advanced advertising technology creates a highly differentiated offering. This integration delivers superior outcomes for brands—better than what we believe any other platform can offer.
How does this acquisition strengthen Amazon Ads’ offering in India’s AVOD space?
Girish: Amazon engages customers across multiple touchpoints, including shopping (Amazon Prime), streaming services such as MX Player & Prime Video, and streaming devices such as Fire TV & Alexa. Many Amazon shoppers also consume Amazon content, creating a unique opportunity to connect these experiences. For advertisers, this means driving brand awareness and delivering relevant messaging to achieve better outcomes. Amazon MX Player extends this capability into entertainment, allowing brands to engage with their customers even when they’re not shopping. By leveraging Amazon’s data signals, we help brands reach the right audiences with greater precision. Entertainment platforms such as MX Player and Prime Video offer immersive experiences, with customers spending up to two hours consuming content. This creates a valuable opportunity for brands to connect meaningfully. Ultimately, it’s about delivering real business outcomes and measurable success, not just driving impressions.
Q] How do you balance creating premium, high-quality content while adhering to the free, ad-supported model?
Karan: We focus on creating high-quality content, and our challenge is in delivering it in a way that aligns with our business model. This includes content selection and format. One innovation we’re exploring is long-format programs like Campus Beats, which we now treat as an ongoing series rather than labelling it by seasons, similar to traditional TV shows like Anupama. This approach encourages regular viewership, even without daily episode drops. We also adapt content formats to maximise audience engagement, like with the introduction of MX VDesi, which offers a vast international content library. This move aimed at immersing viewers and keeping them engaged with our platform for longer periods of time. Our originals, including fixed-episode formats, are key to our content strategy. We’ve innovated in both content selection and monetisation potential, with unscripted shows like Hip Hop India (Season 2), Playground (Season 5), and a new reality series coming soon. Each format is designed to align with the AVOD business model, ensuring engagement, commercial viability, and audience relevance.
Q] The AVOD model is both competitive and challenging. What innovations are you bringing to ad placements and monetisation strategies to ensure a non-intrusive yet profitable experience for users and advertisers?
Girish: Our focus is on enhancing both viewing and brand experiences. Content diversity and storytelling play a significant role in our approach. Our goal is to make brand messaging feel native, seamlessly introducing brands into the story using immersive brand integrations. This format has been successful in many shows and will continue to evolve. We also explore other ad formats that are immersive, engaging, and relevant, using Amazon’s data signals to determine the right timing. Ads should never feel disruptive; they should be relevant and appear at opportune moments, such as episode transitions.
The rise of portrait mode viewing on mobile and streaming TV also presents an opportunity to enhance engagement by providing product details, which we’ve tested successfully. Viewers can not only see the product but also access its price and have it delivered instantly via Amazon. These native ad formats are part of our broader goal: driving excitement, increasing product awareness, and connecting products with consumer needs. While generating millions of impressions is important, we focus on fostering deeper consideration and ensuring that brands stay top-of-mind during the shopping journey, both on and off Amazon. This strategy applies not just to brands selling on Amazon, but also to sectors like BFSI, where engagement is key even if products can’t be directly purchased. By developing immersive ad formats, we help these brands drive deeper consumer connections. Ultimately, our goal is to measure the impact on brand growth, and we’re confident our evolving strategies are delivering results.
Q] The success of shows like Aashram, Physicswallah, and Campus Diaries highlights the platform’s appeal across demographics. What genres or themes are you focusing on for future original content?
Karan: We have a highly diverse audience across income groups, genders, ages, and geographies. Half of our audience comes from metro and tier-one cities, with over 50% in the (New Consumer Classification System) NCCS A category. This diversity allows us to create a wide range of content, from mass appeal shows like Aashram to niche ones like Campus Diaries and Bhaukaal. We also offer localised international content under the VDesi category, featuring Turkish, Korean, Mandarin, and more. Movies are another key part of our offering, with extensive libraries and windowed content from Prime Video. The diversity of our audience shapes the variety of our content. Our recommendation technology ensures personalised content discovery, tailoring experiences based on individual viewing habits. This combination of reach, diversity, and personalisation makes Amazon MX Player unique.
Q] How is technology being used to enhance the personalisation experience on your platform? Are you incorporating AI to further optimise this?
Karan: In 2025, we’re launching 100 new shows, highlighting our commitment to expanding the platform. Our recommendation technology leverages machine learning and AI-backed advancements, including large language models (LLMs), to enhance personalisation and features like automated subtitles and dubbing. AI’s rapid evolution unlocks new possibilities in recommendations, content creation, and more. Being part of Amazon gives us an edge, with AWS providing cutting-edge AI and cloud solutions. While still in early stages, we see AI as being at the transformative cusp, much like the internet in the 90s, with immense potential ahead.
Q] How do you foresee the role of ad-supported OTT platforms in expanding access to entertainment in tier 2, tier 3, and rural markets?
Girish: Amazon MX Player spans across India, with content that remains relevant across regions despite varying consumption patterns. Our diverse lineup is designed to appeal to a wide audience. We focus on customer journeys rather than categorising by city tiers, observing how shoppers’ behaviours evolve. AI, machine learning, and other technologies help us deliver personalised experiences, ensuring the right content reaches the right customers at the right time. For us, it’s about individual experiences, not geographic location, driving engagement.
