Amazon MX Player has announced its 2025 lineup in a major move to target the Indian streaming market.
In October last year, Amazon India acquired Times Internet's MX Player and integrated it with Amazon miniTV to launch a new ad-supported free streaming (AVOD) service called 'Amazon MX Player'. Amazon revealed its ambition to lead the free streaming market in India by announcing its MX Player line-up for 2025 on January 31.

Going to market with a lineup of more than 100 new titles

At the inaugural StreamNext event in January, Amazon MX Player announced that it will release a total of more than 100 new titles in 2025. Forty of these will be original Hindi-language content, including new seasons of popular series and new original programming.

Key content includes new seasons of the popular drama series "Aashram", "Hunter" and "Hip Hop India", as well as new productions such as "Bhay", about a paranormal investigator in India, "The Titan Story", about the birth of an iconic brand in India, and the new concept reality show "Rise and Fall". Rise and Fall" is a competition between contestants from all walks of life, divided into "Rulers" and "Workers", produced by Banijay Asia and featuring celebrity businessman Ashneer Grover.

The Power of Free Streaming and Targeting the Advertising Market

Amazon MX Player operates primarily on the ad-supported free streaming (AVOD) model. It currently has more than 250 million monthly active users (MAUs), which is enough to threaten the existing TV networks in India. Girish Prabhu, Head of Advertising at Amazon India, said, "Amazon MX Player leverages Amazon's vast customer data to provide advertisers with more effective targeting capabilities. Amazon also said it has introduced interactive and shoppable ad formats that generate six to seven times more user response than typical digital ads. This allows brands to maximize their advertising effectiveness by going beyond simple exposure to actual purchases.
Amazon MX Player will offer not only its own original content, but also movie content from Amazon Prime Video for free over a period of time. The strategy is to offer premium content to people who are reluctant to pay for subscriptions, while offering Indian blockbusters through holdbacks and establishing itself as a powerful free content platform that competes with existing TVs.

A new powerhouse in the Indian streaming market

Karan Bedi, Head of Amazon MX Player, said, "Today, more than 450 million people in India consume digital video, and that number is expected to exceed 600 million by 2025." "As the transition from TV to digital accelerates, Amazon MX Player will establish itself as a platform that delivers not only reach, but also deep user engagement."
In particular, as the digital advertising market in India is expected to grow at a compound annual growth rate of 15.6% to reach Rs. 8.5 trillion (approx. Won 136 trillion) by 2028, Amazon MX Player plans to maximize advertising revenue while increasing market share by providing large amounts of free content.

Amazon MX Player is expected to establish itself as a free streaming platform that differentiates itself from existing TVs and paid OTT services and will expand its influence not only in India but also in the global market, especially in the Asian market.