Split Screen: Why Amazon Has a Twin-Track Streaming Play in India

Split screen: Why Amazon has a twin-track streaming play in India

Amazon operates two distinct streaming platforms in India, Prime Video for subscription-ready users and MX Player for mobile-first audiences. Top executives of the platforms unpack the reason behind bucking the bundling trend.

APOS: Amazon Doubles Down on Dual Streaming Strategy in India with Prime Video and MX Player

Amazon execs arrived at APOS to detail new content strategies, theatrical expansion plans, and a mobile-first push with the upcoming short-form initiative MX Fatafat.

Amazon Doubles Down on India Streaming Wars With Two-Platform Strategy

Amazon is playing a dual-platform game in India’s competitive streaming landscape, with Prime Video targeting subscription-ready consumers while its ad-supported Amazon MX Player courts viewers transitioning from traditional TV. Speaking at the APOS conference in Indonesia, Amazon executives outlined their strategy for serving India’s diverse streaming audience through two distinct services. Gaurav Gandhi, VP of Asia Pacific and MENA for Prime…

Amazon doubles down on India’s streaming boom with twin-platform push

Amazon executives laid out a sharp, two-speed strategy to capture India’s fragmented digital entertainment market, splitting its bets across subscription-driven Prime Video and ad-supported Amazon MX Player during the APOS… The post Amazon doubles down on India’s streaming boom with twin-platform push appeared first on .

Amazon says Prime Video in India caters to “subscription-ready” customers while Amazon MX Player is aimed at those transitioning from traditional media

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Amazon boosts dual-platform streaming in India with Prime Video, MX Player

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 […]