Overview
- Prime Video said Thursday it will fold Amazon MX Player into a single Prime Video destination in a phased rollout over the coming months.
- The MX Player Android app will remain as a free, ad-supported experience with a new Prime Video look, while iOS, web, and living-room apps will redirect users to Prime Video.
- The unified service will offer subscription streaming, free ad-supported viewing, movie rentals and purchases, and add-on channels, with options to watch with ads or go ad-free for Prime members.
- Amazon pitched the tie-up as a major boost for advertisers, with Amazon Ads India saying a single service reaching free viewers and Prime members enables full-funnel campaigns at larger scale.
- The integration follows Amazon’s 2024 purchase of MX Player assets and its merger with miniTV, pulling MX Player originals like Aashram into what Amazon claims is India’s largest streaming library and sharpening competition with JioHotstar.