Prime Video Merges AVOD-SVOD in India After MX Player Integration
Amazon unifies Prime Video's subscription tier with the ad-supported Amazon MX Player to court advertisers and creators at scale. With 60% of Indian viewers streaming in multiple languages, the combined service pushes 100+ originals live and another 100+ in the pipeline across Hindi, Tamil, Telugu and English.
What happened
Prime Video India is unifying its AVOD and SVOD businesses after integrating Amazon MX Player, aiming to scale audience reach for advertisers and creators while
Key facts
- 60% multi-language streamers
- 100+ Originals launched
- 100+ in pipeline
- 60% series with returning seasons
Why this matters
The MX Player integration signals Amazon's appetite for regional streaming consolidation, opening partnership and acquisition windows for vernacular content studios and ad-tech players serving Indian OTT.