As India’s OTT consumption evolved in 2025 from casual browsing to more deliberate viewing, Amazon MX Player emerged as a key force shaping what audiences chose to watch. Viewers increasingly leaned towards stories that balanced familiarity with bold storytelling, and Amazon MX Player responded with a mix of established franchises, new-age originals and reality formats, all within its free-to-watch model.

The year began with StreamNext, where Amazon MX Player laid out an ambitious roadmap of over 100 titles, including 40 Hindi Originals. Long-running franchises continued to anchor viewership, led by ‘Ek Badnaam Aashram Season 3 Part 2’, with Bobby Deol reprising his role as Baba Nirala. The series drew more than 250 million viewers and consistently topped Ormax Media charts as India’s most-watched show. Returning titles such as ‘Half CA Season 2’, ‘Hunter Season 2’ starring Suniel Shetty and Jackie Shroff, ‘Jamnapaar Season 2’ and ‘Gutar Gu Season 3’ further strengthened the platform’s scripted slate with emotionally driven, high-stakes narratives.

Amazon MX Player also showcased range with ‘Bhay: The Gaurav Tiwari Mystery’, a psychological thriller inspired by real events. Starring Karan Tacker and Kalki Koechlin, the series relied on atmospheric storytelling and investigation, underscoring the platform’s willingness to explore quieter yet gripping formats.

Reality programming emerged as a major growth driver during the year. ‘Rise and Fall’, hosted by Ashneer Grover, turned into a breakout social experiment on power dynamics, featuring personalities such as Pawan Singh, Arjun Bijlani, Kiku Sharda and Dhanashree Verma. The show crossed 500 million views and ranked among India’s top two reality shows, according to Ormax. Performance-based formats also delivered strong numbers, with ‘Hip Hop India Season 2’, judged by Remo D’Souza and Malaika Arora, becoming the country’s number one reality show between January and June 2025, staying on Ormax’s trending list for 11 consecutive weeks. Competitive shows like ‘Battleground’ and ‘I-POPSTAR’ added further depth to the unscripted slate.

New originals such as ‘First Copy’ and ‘Aukaat Ke Bahar’, featuring Munawar Faruqui and Elvish Yadav respectively, brought creator-led storytelling to the forefront. Youth-focused series like Lafangey and Gamerlog resonated with younger viewers by capturing the uncertainties and aspirations of early adulthood. Alongside domestic content, the platform expanded its international dubbed offering through MX Vdesi, now housing over 200 titles across Korean, Turkish and Mandarin content, along with popular anime titles including ‘Demon Slayer’.

The scale and diversity of content attracted marquee advertisers such as Samsung, boAt, Lux Cozi, Haier and Sprite, reinforcing Amazon MX Player’s appeal for brands seeking mass digital reach. By the end of 2025, the service crossed 1.4 billion app downloads and reached 250 million monthly active users. 

With availability across Prime Video, Fire TV and the Amazon Shopping App, Amazon MX Player closed the year as more than just a streaming platform, positioning itself as a cultural fixture rooted in accessible, audience-first storytelling.