Amazon Merges MX Player with miniTV to Expand Ad-Supported Streaming

Amazon Merges MX Player with miniTV to Expand Ad-Supported Streaming

In a strategic move to enhance its advertising video-on-demand (AVOD) business, Amazon has recently merged MX Player with its miniTV platform. This integration aims to provide premium free entertainment to an extensive audience of 250 million users in India. As part of this acquisition, Amazon has taken over certain assets of MX Player, which is a leading free streaming OTT service in the country.

The merger results in the creation of Amazon MX Player, combining two of India's most popular free streaming services. With this new platform, users can access thousands of original shows, popular movies, and international content dubbed in local languages. In September alone, the merged service saw over 250 million unique users, establishing itself as one of the largest free streaming services offering premium content in India.

Amazon MX Player boasts a diverse library, featuring hit shows like Aashram, Dharavi Bank, Campus Diaries, Bhaukaal, Raktanchal, Shiksha Mandal, Roohaniyat, Jamnapaar, and Dehati Ladke, alongside popular Korean, Mandarin, and Turkish shows dubbed in Hindi, Tamil, and Telugu. The service provides a wide range of genres, including gripping thrillers, action-packed dramas, romance, and coming-of-age stories, all accessible through its mobile app, Amazon.in shopping app, Prime Video, Fire TV, and connected TVs.

According to Girish Prabhu, Head of Amazon Advertising India, the merger combines MX Player's extensive reach with Amazon's advanced advertising technology, allowing brands to connect with a large and engaged audience across India.

This initiative aims to create meaningful advertising experiences, measuring outcomes from the top of the funnel to the bottom.

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Karan Bedi, Head of Amazon MX Player, expressed enthusiasm about the merger, emphasizing the shared commitment of both platforms to customer experience and the future of free entertainment. With Amazon's backing, MX Player is poised to deliver high-quality entertainment and streaming experiences more rapidly while keeping the service free.

This merger is anticipated to benefit viewers, advertisers, and content partners alike, broadening MX Player's reach across India.