Amazon MX Player Confident that Cricket Won't Diminish its Appeal

In October 2024, Amazon merged its free ad-supported service, Amazon miniTV, with MX Player to form Amazon MX Player, valued at over USD100 million. This move solidified Amazon’s position as a key player in both premium and free streaming in India. Last week, the platform launched over 100 new titles for 2025, including 40 Hindi originals and returns of popular shows like Aashram, Hunter, and Hip-Hop India.

The merger gains importance as it aligns with a major USD8.5 billion media consolidation between Reliance Industries and Walt Disney. With the OTT market consolidating at unprecedented levels, the platform aims to become the top entertainment hub for viewers and advertisers.

Karan Bedi, head of Amazon MX Player, and Girish Prabhu, head of Amazon Ads India, sit down for an insightful conversation about the impact of the merger, the challenges that lie ahead, and the strategies brands can adopt to leverage this exciting new integration.

Technology meets reach

When asked about the increasing consolidation and the entry of major players such as Netflix and Disney+ Hotstar into the ad-supported streaming arena, Bedi replied, "Historically, advertising and subscription models have coexisted in every media market.”

He noted that while Free-to-Air (FTA) TV was barely a player in India a decade ago, it’s now a major topic. Similarly, in the US, streaming began as a paid model but is now shifting toward free, ad-supported options. With MX boasting 250 million monthly active users and India's video market set to reach 600 million, there's plenty of room for diverse content formats to grow. He emphasized that their strength lies in combining MX’s vast reach with Amazon’s tech capabilities. Further he notes that the integration has proceeded exceptionally well since the acquisition was finalised four months ago.

Karan Bedi, head of Amazon MX Player, stated, "The collaboration has effectively merged MX’s exceptional content expertise with Amazon’s powerful advertising technology and extensive reach."

Innovations on ad front

Prabhu says the significant outcome of the merger is the ability to provide hyper-relevant advertising experiences. "Brands advertising on Amazon now benefit from seamless call-to-action features, allowing users to explore products directly while watching content."

Further, he adds the company is investing in AI-powered video ad generation capabilities that would enable brands to test several ad versions very fast and, thereby, scale messaging optimization.

The new platform is morphing advertisements into a seamless experience. “We’re making advertising frictionless. From integrated product pages to AI-powered content creation, we’re helping brands reach customers in more efficient and engaging ways,” says Bedi.

Girish Prabhu, Head of Amazon Ads India, stated, “By leveraging insights from shopping habits, product preferences, and entertainment choices, Amazon and MX can offer a more immersive and targeted experience. The ability to connect entertainment with e-commerce opens new doors for brands and consumers alike."

Outcomes over impressions

Bedi and Prabhu identify a paradigm shift in the world of advertising-from impressions to outcome-based. MX and Amazon combine to make brands track the journey of the customer from the very first moment of awareness to the final purchase, ensuring that every dollar spent on advertising is money well spent. The majority of product searches now start on Amazon rather than traditional search engines. "This positions Amazon as a formidable discovery platform, and with MX, we can enhance this even more,” says Prabhu.

Bedi said the excitement surrounding the new wave of shows is exciting. Unscripted series such as Playground and Hip-Hop India offer innovative formats. Brands now have a lot of opportunities for integrations that are beyond the traditional advertising method.

“Some of our most successful brand collaborations happen within stories rather than just in ad breaks,” notes Prabhu. Combatting the cricket threat with entertainment

Despite challenges in the content journey, the Indian Premier League and Champions Trophy present unique viewership dynamics for streaming platforms. Bedi argues that digital entertainment doesn’t compete with cricket. In response to evolving audience preferences, the platform has committed to over 100 new shows for 2025. With the merger complete, the focus now is on impactful engagement through reach, relevance, and results.

“Cricket viewing habits are shaped by individual preferences, yet the appetite for entertainment remains ever-present. As the market continues to grow, we are dedicated to providing exceptional content that aligns seamlessly with sporting events."

“The integration marks the start of something greater,” says Bedi, adding that the platform aims to show brands how they can leverage this ecosystem to create meaningful impact.