Amazon Prime Video has announced a significant integration of MX Player into its platform, aiming to create India's largest streaming destination for exclusive original content. This move, effective May 7, 2026, brings together both free and paid video streaming under a single, unified service, combining Prime Video’s premium subscriber base with MX Player’s extensive ad-supported audience.
A Unified Streaming Ecosystem
The integration establishes a comprehensive platform that spans Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions. Prime members will gain access to a broader content library, with the flexibility to choose between ad-supported or ad-free viewing experiences. Meanwhile, users seeking free streaming will continue to enjoy a large AVOD catalog, with seamless options to upgrade to a Prime membership.
This development follows Amazon’s 2024 acquisition of certain MX Player assets, which were subsequently merged with Amazon miniTV to form Amazon MX Player. The combined service promises customers a larger selection of exclusive originals, international content, reality shows, micro-dramas, and dubbed programming accessible across various devices.
Quotes from Leadership
Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, emphasized the company's commitment to diverse storytelling. “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 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.”
Strengthening the Advertising Business
Beyond content, the integration is also designed to bolster Amazon’s advertising business by providing brands with access to audiences across both free and paid streaming ecosystems. Girish Prabhu, Vice President & Head, Amazon Ads India, highlighted the strategic advantage for advertisers.
“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.”
Prabhu further noted, “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.”
Platform Transition Details
As part of the transition, the Amazon MX Player app on Android devices will continue to support free streaming users under a rebranded identity, while also offering an integrated Prime Video experience. For users on iOS, web, and connected TV platforms, Amazon MX Player users will be redirected to Prime Video, where content from both services, including free AVOD titles, will be readily available.