At its first-ever StreamNext event, Amazon’s MX Player revealed a bold plan for the Indian streaming market competition by announcing intentions to release more than 100 new programs in the year 2025, with as many as 40 of those being original Hindi productions.
The Mumbai event, boasting the presence of notable figures such as Martin Sorrell and Benedict Evans, garnered attention with its illustrious guest list. This included Bobby Deol from “Aashram 3”, action veterans Suniel Shetty and Jackie Shroff for “Hunter 2”, as well as Remo D’Souza and Malaika Arora of “Hip Hop India 2”.
Amazon MX Player, boasting over 250 million monthly viewers, is fully committing to its free, advertisement-based service. “No other streaming platform in India provides such an extensive library of content for free,” noted Karan Bedi, the head of Amazon MX Player. With 1.4 billion downloads on Google Play Store, it has established itself as a formidable competitor to traditional television networks.
At a recent event, Amazon Ads India head Girish Prabhu highlighted the distinctive advantages of their platform: “Today’s meeting focuses on uniting the extensive reach of Amazon MX Player with ad technology that harnesses Amazon’s vast amount of customer data signals.” Essentially, they are capitalizing on their service’s seamless integration across Amazon’s diverse ecosystem, such as Amazon.in, Prime Video, and Fire TV.
As a passionate cinephile, I’m thrilled to share that Amogh Dusad has revealed an exciting lineup! This includes fresh seasons of fan favorites like “Aashram,” “Hunter,” and “Hip Hop India.” Additionally, we can look forward to new productions such as “Bhay,” a chilling paranormal investigator series set in India, and “The Titan Story,” a captivating account of India’s first super brand. The platform is also making bold moves with international content, guaranteeing a fresh “MX Vdesi” series every week, featuring Mandarin and Turkish shows that have been dubbed into Hindi, Tamil, and Telugu languages.
In the realm of advertisements, Amazon MX Player is introducing innovative, interactive, and shoppable ad formats. These new formats reportedly trigger 6-7 times more viewer engagement compared to typical industry standards. As Aruna Daryanani, director at Amazon MX Player, explained, “Our viewers are exceptionally engaged and we have a deep insight into their shopping habits. This unique advantage is something that only Amazon MX Player can offer.
Originally developed by South Korea’s J2 Interactive, MX Player started out as a versatile media player that could run on various platforms. In June 2018, Times Internet, a subsidiary of India’s vast Times conglomerate, purchased a majority share of MX Player for approximately $140 million and re-introduced it as a video streaming service. They appointed Karan Bedi, the former COO of Eros Now, as its CEO.
Last October, Amazon India finished the transaction to obtain MX Player’s assets, such as their app, and merged them with their Ad-supported Video on Demand (AVOD) platform, Amazon miniTV. This combination resulted in the launch of a fresh, free streaming service known as Amazon MX Player.
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2025-01-31 20:21