Amazon Launches Amazon MX Player: A New Era of Streaming with Combined Libraries and Original Content

Amazon has launched its latest video-on-demand platform named Amazon MX Player, which is an ad-supported service created from the combination of two streaming services: MX Player and Amazon miniTV. The company indicates that this new platform will encompass a wide range of content in various genres and languages, while continuing to invest in original productions. Viewers will have access to the extensive libraries from both platforms through this new offering.

According to a recent announcement, Amazon MX Player will showcase popular series such as Aashram, Dharavi Financial services, Academic Journals, Bhaukaal, Raktanchal, Educational Collective, and Roohaniyat, and Jamnapaar. The service will also include a selection of Korean, Mandarin, and Turkish series that have been dubbed in Hindi, Tamil, and other regional languages.

During the announcement, a representative from Amazon Advertising India noted the significance of combining the vast audience of MX Player with the advanced advertising capabilities stemming from Amazon's extensive customer data. This initiative aims to allow various brands, beyond those solely selling on Amazon, to effectively reach a broad and engaged audience throughout India.

The initial discussions regarding this integration began in 2023 when Amazon was rumored to be in negotiations with a firm backed by Tencent, but those talks did not reach fruition. By May 2024, negotiations resumed, leading to an agreement for an amount reportedly under $100 million (approximately Rs. 839 crore). This transaction was confirmed to be an all-cash deal, with indications that the senior leadership from MX Player would be joining Amazon post-transaction completion.

It's important to point out that Amazon does not fully own this streaming platform but rather has acquired some of its assets. Reports suggest that this deal provides Amazon with a valuable distribution and marketing partnership, potentially enabling the company to establish itself as a more reputable and appealing choice for consumers in smaller towns and urban areas.