Amazon is strategically positioning itself in India’s competitive streaming landscape by leveraging two distinct platforms: Prime Video and Amazon MX Player. At the recent APOS conference in Indonesia, Amazon executives shared insights into their dual-platform approach to cater to India’s diverse streaming audience.
Gaurav Gandhi, VP of Asia Pacific and MENA for Prime Video, highlighted the rationale behind this strategy. He emphasized that Prime Video targets subscription-ready consumers who have already transitioned to streaming as their primary source of entertainment. On the other hand, Amazon MX Player is aimed at viewers who are still transitioning from traditional TV and may not be subscription-ready yet, but are seeking high-quality content.
The two platforms have different content strategies tailored to their respective audiences. Prime Video focuses on premium originals in multiple Indian languages, global content, and add-on subscriptions to services like Apple TV. In contrast, Amazon MX Player offers scripted dramas, unscripted content, dubbed international programming, and short-form videos.
Nikhil Madhok, director and head of originals for Prime Video India, highlighted the platform’s commitment to producing premium, cinematic-quality originals that are distinct from traditional television content. This approach has led to the success of popular shows like “Made in Heaven,” “The Family Man,” “Paatal Lok,” and “Call Me Bae.”
In a significant move, Amazon is venturing into theatrical releases through Amazon MGM Studios, with plans to release four to six movies in theaters annually starting in 2026. Additionally, Amazon MX Player is set to launch MX Fatafat, a micro-drama format tailored for mobile-first audiences, offering serialized stories in short, one-to-two-minute episodes.
Both platforms are actively nurturing new talent, with over 50% of Prime Video’s originals featuring new creators. Amazon MX Player is also focused on co-creating content with emerging talent to unlock a new wave of creators. The platforms are committed to supporting India’s creative economy and cultivating fresh storytelling perspectives.
Overall, Amazon’s dual-platform strategy in India reflects its commitment to capturing the full spectrum of the country’s streaming market. With Prime Video targeting premium subscribers and Amazon MX Player catering to mobile-first viewers, Amazon is well-positioned to capitalize on the growth potential of India’s evolving streaming landscape.
