Published on: May 7, 2026
Amazon Prime Video India has announced the integration of Amazon MX Player into its Prime Video platform, expanding its entertainment ecosystem for viewers across India.
The move will combine free and paid streaming offerings under a single platform, bringing together subscription video, ad-supported content, transactional video services, and add-on subscriptions within one unified experience over the coming months.
As part of the integration, Prime members will gain access to a broader catalogue of originals and exclusive content across multiple devices, with the flexibility to choose between ad-supported and ad-free viewing options.
The integration is expected to create one of India’s most comprehensive streaming destinations, covering SVOD, AVOD, TVOD, and premium subscription offerings through a single ecosystem.
Gaurav Gandhi, who will lead the integrated platform, 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.”
He further added, “Amazon MX Player has built remarkable engagement through a diverse library, and bringing it together with Prime Video’s iconic stories means we can keep serving our customers with the largest selection of exclusive and original content from India and around the world.”
The integration also creates expanded opportunities for advertisers by offering a combined platform that caters to both free streaming audiences and paid subscribers.
Girish Prabhu said, “The unification of Amazon MX Player with Prime Video is 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. Advertisers now have access to the most relevant and high-performing ad formats, all powered by trillions of shopping, browsing, and streaming signals, transforming every impression into measurable business outcomes, making Prime Video the most comprehensive video advertising service in Indian streaming.”
The existing Amazon MX Player Android application will continue operating for local streaming and ad-supported users, while gradually adopting a refreshed identity and a dedicated Prime Video experience.
