Amazon is strategically engaging the Indian streaming market by offering two distinct platforms: Prime Video, which targets subscription-based viewers seeking premium content, and the ad-supported Amazon MX Player, catering to users transitioning from traditional TV. Gaurav Gandhi emphasized the need for such a diverse approach given India's varied consumer preferences. Prime Video focuses on high-quality originals in multiple languages while MX Player entertains over 250 million users primarily through mobile with a mixture of scripted dramas and short-form content.
"India is a really heterogeneous and diverse country with customers having very different needs," Gandhi said during the panel discussion moderated by Vivek Couto of Media Partners Asia, which organizes APOS. "Prime Video caters to customers who are subscription-ready, who have actually transitioned to streaming as their first choice or the only choice of entertainment."
The strategy reflects Amazon's bid to capture the full spectrum of India's streaming market, from premium subscribers to mobile-first viewers. Prime Video dominates on living room devices, while Amazon MX Player reaches over 250 million monthly users, primarily on mobile.
Nikhil Madhok, director and head of originals for Prime Video India, said, "We've been very clear about bringing premium, nuanced, segmented, and highly differentiated cinematic quality originals. The investments that we're making in the production quality for these originals is way higher than linear."
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