At the 14th edition of MMA Impact, Amazon MX Player held a session on The Free Streaming Revolution. Keeping in mind the ever-evolving digital landscape, Karan Bedi, Director and Head of Amazon MX Player, shared his thoughts on the key trends in the video advertising scenario. He also highlighted how free ad-supported video streaming services such as Amazon MX Player are bringing together premium content, extensive reach, and new-age ad-tech to elevate advertising experiences.
Karan Bedi has worked extensively across various industries, including media, technology, and education, contributing to sectors such as film/TV, gaming, mobile content, and software development. His vast experience across these domains has positioned him as a prominent leader in the digital content space. At Amazon MX Player, Karan is at the forefront of driving the platform’s growth and shaping the future of free streaming in India.
The key points from the session include:
With over 1.4 billion downloads, Amazon MX Player is one of the largest and most frequented apps in India. It has a monthly reach of over 250 million highly engaged and digitally active audience members. Moreover, the app can be seamlessly accessed across Amazon offerings, including the Amazon Shopping app, Amazon Prime Video, FireTV, and other connected TVs.
Keeping audience insights in mind, Amazon MX Player is constantly innovating with fresh storylines and brand-safe content. The platform is rapidly experimenting with new content formats. The new slate of content includes Hindi originals and returning seasons of beloved Indian shows such as Aashram, Hunter, Jamnapaar, Half CA, Hip Hop India, Sixer, Who’s Your Gynac, and Playground. New series, such as Bhay (featuring an Indian paranormal investigator), The Titan Story (inspiring tales of India’s first super brand), and the competitive reality show Rise and Fall, will also be featured. Additionally, MX Player will introduce MX Vdesi series, dubbed in Hindi, Tamil, and Telugu, alongside an extensive movie library and Fatafat, a series of short micro-dramas.
Leveraging Amazon’s first-party shopping and streaming signals, Amazon MX Player helps advertiser reach highly relevant audiences. Advertisers can customize reach based on factors like lifestyle, video content genre preferences, demographics, and location. Shopping signals-driven campaigns on Amazon MX Player have shown 33% higher click-through rates and 20% higher brand message association uplift (as per Kantar Brand Lift Studies) compared to campaigns based on demographic or geographic signals. Rich brand integrations enable brands to share the right message using shoppable and immersive ad innovations.
Amazon has evolved its offering to provide advertisers with a full-funnel solution that enables meaningful connections with their audiences at every stage of the customer journey. Amazon MX Player offers brands exciting opportunities to drive relevant reach across consumers through rich in-show brand integrations, innovative ad formats, and create brand awareness.
