Amazon MX Player And Prime Video Announce Unified Streaming Platform In India

Amazon MX Player  has announced a collaboration with Prime Video, bringing together free and subscription-based streaming offerings under a unified entertainment ecosystem in India.

The integration, expected to roll out over the next few months, aims to create what the companies describe as India’s largest combined free-and-paid streaming destination. The unified platform will span Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions within a single interface.

Under the partnership, Prime members will gain access to a wider selection of original and exclusive programming across devices, with viewing options that include both ad-supported and ad-free experiences.

Gaurav Gandhi, Vice President, Asia-Pacific and ANZ at Prime Video, who will lead the integrated platform, said the collaboration significantly strengthens the company’s entertainment offering in India.

According to Gandhi, the integration combines Prime Video’s premium storytelling with Amazon MX Player’s extensive original content slate and large-scale audience reach, enabling the platform to serve a broader and more diverse consumer base across the country.

The move also opens up a larger advertising opportunity for brands. Girish Prabhu, Vice President and Head of Amazon Ads India, described the integration as a “gamechanger” for advertisers, noting that it creates a single destination capable of reaching audiences across both free ad-supported streaming and premium subscription viewing.

Prabhu added that advertisers will now have access to full-funnel advertising solutions powered by Amazon’s shopping, browsing, and streaming insights, allowing brands to deliver more targeted and measurable campaigns at scale.

The collaboration marks another major step in Amazon’s streaming ambitions in India as competition intensifies across the OTT landscape, with platforms increasingly exploring hybrid monetisation models that combine subscriptions, advertising, and transactional content access.