The deal is finally through and the changes are reflecting, Amazon miniTV is now Amazon MX Player. In a strategic move Amazon miniTVhas acquired MX Player and has merged it with its free ad-supported streaming service, Amazon miniTV, thereby strengthening its presence in the Indian digital entertainment space.
Following the acquisition, the new platform will now be re-branded as Amazon MX Player, forging together Amazon’s robust technology and MX Player’s wide-reaching audience base.
MX Player has been a dominant player in the Indian streaming space with its extensive library of regional content and strong mobile-first strategy. Its popularity in small towns and regional markets will help Amazon in expanding its reach in these demographics, especially for users who primarily access entertainment through smartphones.
Through this combined service of Amazon MX Player the platform is expected to continue offering a mix of original content, user-generated videos, and licensed shows across multiple languages to cater to diverse Indian audiences.
This acquisition will also aid Amazon to more aggressively tap into the immense potential of free ad-supported streaming in India and capture a significant share of it’s ad-supported video on demand (AVOD) market. It will also let Amazon solidfy its dominance in the price sensitive Indian OTT space by offering premium content without any subscription fee.
The acquisition will also intensify the competition for other major OTT platforms in India like Netflix, Disney+ Hotstar, SonyLIV and Zee5 but mostly YouTube. Most importantly, Amazon MX Player will now provide more integrated experience to Indian digital audience looking for free content online.