Prime Video is set to significantly expand its footprint in India’s streaming market by integrating Amazon MX Player into its platform, bringing together free and paid content offerings under a single entertainment destination.

In an Amazon Prime Video press release, the company said the integration will combine the extensive content libraries of Prime Video and Amazon MX Player, creating what it describes as India’s largest streaming service for exclusive originals across both subscription and advertising-supported viewing models.

The move follows Amazon’s 2024 acquisition of certain MX Player assets, which were merged with Amazon miniTV to form Amazon MX Player. The service built strong reach through free ad-supported content, regional originals, dubbed international programming and digital-first entertainment formats aimed at mass-market audiences.

Over the coming months, the integration will bring together Subscription Video on Demand (SVOD), Advertising Video on Demand (AVOD), Transactional Video on Demand (TVOD), and add-on subscriptions into a single ecosystem under the Prime Video brand.

With the unification, Prime members will gain access to a significantly larger catalogue of originals and exclusive titles across devices, along with the flexibility to watch with ads or choose an ad-free experience. At the same time, users seeking free entertainment will continue to have access to a broader range of advertising-supported content through the platform.

Speaking about the integration, Gaurav Gandhi, Vice President, Asia-Pacific and ANZ, Prime Video, said the focus has always been on delivering authentic stories that reflect the diversity of Indian audiences. He added that the integration of Amazon MX Player’s content slate and audience scale makes the overall offering “bigger and stronger than ever,” positioning Prime Video as a one-stop entertainment destination for viewers across the country.

Gandhi further noted that Amazon MX Player had built strong engagement through a diverse library and rooted storytelling, and combining that with Prime Video’s established franchises and premium global content would help serve audiences with one of the largest selections of exclusive and original programming available in India.

The integration also carries major implications for advertisers. Girish Prabhu, Vice President and Head of Amazon Ads India, described the move as a “gamechanger” for video advertising in India, saying it creates a single streaming destination that reaches audiences across both free and paid viewing segments.

According to the company, advertisers will now gain access to a unified ecosystem powered by Amazon’s shopping, browsing and streaming data signals, enabling targeted advertising opportunities across a broader audience base.

Amazon said the Amazon MX Player Android app will continue operating for free users with a rebranded Prime Video experience, while also offering customers the option to subscribe to Prime for access to premium content. On iOS, web and connected TV platforms, Amazon MX Player users will be redirected directly to Prime Video, where content from both services will be available.

The company also highlighted the importance of Amazon MX Player’s pan-India Android distribution network in driving AVOD growth and subscription upgrades, stating that the platform will continue to be developed further under the Prime Video umbrella.

The combined service will bring together Prime Video’s premium global and Indian originals with Amazon MX Player’s library of original series, reality shows, micro-dramas and international dubbed content, creating a broader entertainment ecosystem aimed at serving India’s increasingly diverse streaming audience.