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Amazon is broadening the value proposition for Prime subscribers in India by giving them ad-free access to a significantly larger catalogue of premium Indian entertainment, including popular Amazon MX Player Originals, as the company rolls out new viewing options under a unified Prime Video experience.
The move of the amalgamation, starting June 16, but announced earlier, also introduces greater flexibility, allowing customers to choose between free ad-supported viewing and a premium ad-free experience within a single platform, while adding more original series, films and international content to Prime memberships.
Under the new offering, Prime members will be able to stream Amazon MX Player’s Original shows and films without advertisements alongside Prime Video Originals, international programming, movies available for rent or purchase, and add-on subscription channels.
Customers who do not subscribe to Prime can continue watching a wide selection of content free with advertisements. Amazon said the unified service spans subscription video-on-demand (SVOD), advertising-supported video-on-demand (AVOD), transactional video-on-demand (TVOD) and add-on subscriptions from a single destination.
The expanded library includes popular titles such as ‘Aashram’, ‘Hunter’, ‘
Amazon said yesterday subscribers will also get access to upcoming titles across Hindi and regional languages through the integrated service, further strengthening the platform’s premium entertainment slate.
“Our focus at Prime Video has always been to bring authentic stories that reflect the diversity of our audiences,” Gaurav Gandhi, Vice President, APAC & ANZ, Prime Video, said, adding, “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.”
Amazon said the rollout will take place over the coming months. While the Android version of the Amazon MX Player app will continue to support free streaming with a dedicated Prime Video interface and an option to upgrade to Prime, users on iOS, web and connected TV platforms will be redirected to Prime Video, where they can access both free ad-supported and premium ad-free entertainment through a single app.
