At APOS Bali 2025, Amazon’s senior leadership outlined its focused strategy of operating two distinct streaming services in India Prime Video and Amazon MX Player to cater to a diverse range of audiences in the country’s rapidly evolving digital entertainment space.

Speaking during a panel moderated by Vivek Couto, Managing & Executive Director of Media Partners Asia, Gaurav Gandhi, Vice President, Asia Pacific & MENA, Prime Video; Nikhil Madhok, Director & Head of Originals, Prime Video, India; and Amogh Dusad, Director & Head of Content, Amazon MX Player, shed light on how Amazon is balancing high-end subscription-based storytelling with mass, mobile-first video entertainment.

In the session, Gandhi elaborated that Prime Video and Amazon MX Player cater to entirely different customer segments. “India is a truly heterogeneous country. Prime Video addresses the streaming-first, subscription-ready audiences who access content on living room devices and seek cinematic quality. On the other hand, Amazon MX Player is for the vast majority still transitioning from television and is AVOD-led. It already serves over 250 million monthly users, largely on mobile,” he said.

The panel revealed how Prime Video’s strategy combines licensing, direct-to-service premieres, Originals, co-productions, and theatrical-first Amazon MGM Studio movies. “Prime Video is a storytelling platform with global and Indian content across 10 languages. We’re also home to add-on channels and rentals,” Gandhi added.

Nikhil Madhok emphasized the platform’s investment in differentiated and cinematic-quality Originals. “The bar is set against our international content. That’s why shows like ‘Paatal Lok’, ‘Made in Heaven’, and ‘Call Me Bae’ have found strong resonance. We go deeper into themes, not just genres. ‘Khauf’, though a horror series, talks about trauma and urban isolation. ‘Dupahiya’ and ‘Panchayat’ strike a nostalgic chord with urban audiences longing for their roots,” Madhok explained.

Madhok also unveiled Prime Video’s upcoming slate of Amazon MGM Studios films, noting that from 2026, the studio will premiere four to six original movies in theatres annually, with Anurag Kashyap’s Nishaanchi set for release this September.

Amogh Dusad outlined Amazon MX Player’s content strategy aimed at mass audiences. “Themes of aspiration, inspiration, and escapism drive engagement. Shows like Aashram and dubbed international dramas do extremely well. Hustler, based on India’s start-up culture, connects with the ambitions of young viewers,” he said.

Dusad also announced ‘MX Fatafat’, a new micro-drama vertical format initiative designed for short attention spans. “These are one- to two-minute episodes told in serialized form – around 80 to 100 episodes per show. They’re designed for mobile consumption, and we’re excited to launch it later this year,” he added.

Gandhi reaffirmed Amazon’s commitment to fostering talent, revealing that over 50 percent of Prime Video Originals under development or production feature new creators. “Our success with Dupahiya, helmed by first-time creators, shows how new voices can deliver breakthrough storytelling. Similarly, ‘MX Fatafat’ aims to co-create with emerging digital creators.”

On the question of monetization, Gandhi expressed optimism about both subscription and ad-supported models. “We are bullish on the streaming opportunity in India. It’s still early days. Our dual-platform strategy allows us to build at scale while serving very different cohorts.”

The session closed with the broader message that Amazon sees India as a long-term strategic content market — one where diverse consumption habits demand tailored approaches across screens, formats, and storytelling styles. With Prime Video continuing to grow its premium base and Amazon MX Player deepening its mobile reach, Amazon appears to be betting on two engines to drive its streaming growth in India.