Amazon acquires assets of MX Player to drive free entertainment in India

Amazon announced that it recently acquired certain assets of MX Player, including the MX Player app, a leading free streaming OTT service in India. With this acquisition, Amazon is merging two of India’s most popular free AVOD (ad-supported video on demand) services (MX Player and Amazon miniTV) into one service called Amazon MX Player.

As of September, more than 250 million unique users on the combined service enjoyed access to thousands of original shows, popular films and international shows dubbed in local languages, making it one of the largest free streaming services with premium content in India.

Through a combined library of hit shows like Aashram, Dharavi Bank, Campus Diaries, Bhaukaal, Raktanchal, Shiksha Mandal, Roohaniyat, Jamnapair, Dehati Ladke, Hunter, Gutar Gu, Naam Namak Nishaan, Physicswallah and Yeh Meri Family, along with a Featuring Its large collection of popular Korean, Mandarin and Turkish shows dubbed in Hindi, Tamil and Telugu makes Amazon MX Player one of India’s top entertainment destinations.

This service offers premium content across all genres, from gripping thrillers, action and dramas to coming-of-age stories, romance novels and more, all in a single place, available through its apps on mobile devices, Amazon.in Shopping app, Prime Video and Fire TV and connected TVs.

Amazon will continue to invest in originals and recurring seasons of popular shows to give advertisers the opportunity to deepen their relationships with viewers.

MOST IMPORTANT QUOTES:

“Today, we’re combining MX Player’s massive reach with advertising technology that leverages Amazon’s billions of customer signals. It’s about empowering all brands, not just those selling on Amazon, to reach a very large and engaged base across India and deliver relevant advertising. It’s about measuring results right from the top to the bottom of the funnel.”

-Girish Prabhu, Head of Amazon Advertising India

“Amazon and MX Player value customer experience and both believe in the future of free entertainment. As part of Amazon, we can continue to delight millions of viewers across the country. We will deliver high-quality entertainment and streaming experiences faster than we could have done on our own, while continuing to offer the service free. This merger will mean great things for our viewers, advertisers and content partners and will allow us to bring MX Player to even more people in India.”

-Karan Bedi, Head of Amazon MX Player