Prime Video integrates Amazon MX Player to create India's largest streaming service with free and paid tiers

Prime Video has announced the integration of Amazon MX Player into its platform, creating India's largest streaming service for exclusive originals across free and paid entertainment. The combined platform will span Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions — a multi-model approach that positions Prime Video as the country's most comprehensive streaming destination.

The integration follows Amazon's 2024 acquisition of certain MX Player assets, which were merged with Amazon miniTV to create Amazon MX Player. That service rapidly expanded its reach through local originals, reality programming, micro-dramas, and dubbed international content. Now, by folding Amazon MX Player into Prime Video, Amazon consolidates its streaming operations under a single brand while maintaining both free ad-supported and premium subscription tiers.

Prime members will now have access to a larger catalogue of originals and exclusives across devices, with options to watch content with ads or choose an ad-free experience. Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, 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."

The rollout varies by platform. The Amazon MX Player app on Android will continue serving free streaming users with a rebranded identity and an integrated Prime Video experience, giving users the option to upgrade to Prime subscriptions for expanded content access. The iOS, web, and Living Room versions of the app will redirect viewers directly to Prime Video, where content from both services will be accessible in a unified interface.

The integration also represents a significant shift for advertisers. Girish Prabhu, Vice President & Head, Amazon Ads India, described the move as a "gamechanger" 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," he said. The unified platform allows advertisers to access high-performing ad formats powered by Amazon's shopping, browsing, and streaming signals, transforming Prime Video into what Prabhu calls "the most comprehensive video advertising service in Indian streaming."