Amazon has officially rebranded its free ad-supported streaming service, Amazon miniTV, to Amazon MX Player.
This strategic move follows Amazon’s takeover of MX Player, a leading video streaming platform in India.
The acquisition aims to expand Amazon’s presence in the Indian digital entertainment market, leveraging MX Player’s extensive regional content library and strong mobile-first approach.
MX Player’s Popularity and Reach
MX Player is a major player in India’s OTT space, having over 350 million monthly active users globally, with 250 million based in India.
The platform offers more than 50,000 hours of premium content, including TV shows, movies, and web series, all without subscription fees.
Users typically spend about 82 hours per month on the app. This vast user base and content library will now be part of Amazon’s offerings, enhancing its ability to reach diverse audiences across India.
Impact on the Indian Streaming Market
The rebranding to Amazon MX Player is expected to intensify competition among major OTT platforms like Netflix, Disney+ Hotstar, and SonyLIV.
By merging MX Player’s assets with its own, Amazon aims to capture a significant share of India’s ad-supported video-on-demand (AVOD) market. This move is particularly relevant as it allows Amazon to offer premium content for free, appealing to price-sensitive consumers.
Future Prospects
With this investment, Amazon plans to integrate MX Player’s features across various platforms, including the Amazon shopping app, Prime Video, Fire TV, and Smart TVs.
The rebranding also comes along with the launch of new exclusive content like the romantic drama series Ishq In The Air, set to premiere on September 20th.
Will this bold move by Amazon reshape the digital entertainment landscape in India? Share your thoughts!