During a comprehensive discussion at the APOS summit in Bali on Wednesday, top executives from Amazon’s regional sector shared their plans for a two-tier streaming strategy in India. As the company offers both the subscription service Prime Video and the ad-supported platform Amazon MX Player in this market, they emphasized that this dual approach is crucial to cater to India’s diverse and expansive audience of entertainment consumers.
Gaurav Gandhi, vice president of Prime Video for Asia Pacific and MENA, stated that India is a country with an incredibly mixed and unique customer base. He explained that while Prime Video serves customers who have fully embraced streaming as their primary or sole form of entertainment, Amazon MX Player targets those still transitioning from traditional media such as TV, or customers who haven’t yet signed up for subscriptions but are looking for top-notch premium content.
Amazon’s streaming platform, Prime Video, has been successful in India with shows like “The Family Man,” “Paatal Lok,” and “Made in Heaven.” However, it hasn’t forgotten the importance of the big screen in movie-loving India, a country that leads the world in annual film production. Amazon is now gearing up to make a larger impact in theatrical productions through Amazon MGM Studios. From 2026 onwards, this studio plans to release between four and six original Indian films each year in cinemas. The next feature from Amazon MGM Studios, “Nishaanchi,” directed by Anurag Kashyap, is scheduled for release in September. This strategy expands upon Prime Video’s previous collaborations with leading Indian film studios.
Nikhil Madhok, the chief of original content at Prime Video India, characterized their creative approach as “premium, detailed, and cinematic.” He contends that they allocate resources towards high-quality production and subject matter in their series to match the quality of movies, aiming to stand out amidst a highly competitive content market. He referenced shows such as “Khauf,” a horror series that also explores urban anxiety, and “Dupahiya,” which evokes longing for rural India and its past.
As a gamer, I made it crystal clear from the get-go that the local gaming content in India needed to stand out significantly compared to traditional television. However, when this content is finally integrated into our platform alongside our international offerings, it needs to be just as captivating, if not more enticing.
In the meantime, Amazon’s MX Player, boasting over 250 million monthly users, primarily mobile-focused, has successfully found a unique space. It offers local dramas and reality shows, foreign content dubbed in local languages, and popular series like Hustler and Aashram, with the latter garnering over 200 million views.
Last year, Amazon purchased the MX Player streaming service, which was previously a competitor, from India’s Times group for approximately $100 million as reported by local media. They then combined this service with their Ad-Supported Video On Demand platform, Amazon miniTV, to form the new service known as Amazon MX Player.
Amogh Dusad, who leads content at Amazon MX Player, shared details about their strategy to ramp up activities in the popular micro-drama segment. This strategy is being referred to as MX Fatafat. Under this plan, the organization intends to create a collection of short, serialized dramas designed specifically for mobile devices. Each series will consist of 80 to 100 episodes, each lasting between one and two minutes, making them perfect for quick viewings during various points throughout the day.
MX Fatafat represents a new, innovative direction that demands original writing and production techniques,” Dusad expressed. “We’re eagerly anticipating its release towards the end of this year.
During the panel discussion, moderated by Vivek Couto, executive director at Media Partners Asia, they also discussed Amazon’s increased investment in India’s rapidly growing creative industry. Gandhi highlighted that more than half of Prime Video’s existing original productions feature newcomers, and the company is actively collaborating with up-and-coming creators through MX Fatafat to produce short-form content.
Amazon is maintaining a positive outlook for the future growth of India’s highly competitive streaming industry, where regional leader JioStar has been making strides recently. Gandhi emphasized this perspective by advocating for ongoing investments in both services.
“It’s still early days for streaming in India,” Gandhi said.
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2025-06-26 09:54