Amazon Acquires Assets of MX Player to Enhance Streaming Offerings
- ByStartupStory | October 8, 2024
Amazon announced on Monday that it has acquired certain assets of the India-based OTT platform MX Player. This acquisition, which includes the MX Player app, aims to provide users with an enriched library that encompasses regional language shows, international content, and a diverse array of premium programming across genres.
Amazon revealed that it plans to merge its free ad-supported video-on-demand services with MX Player, creating a unified platform called Amazon MX Player. “Today, we are bringing together the vast reach of MX Player, with the advertising tech that leverages Amazon’s billions of customer signals,” said Girish Prabhu, Head of Amazon Advertising India. “It’s about enabling all brands, not just the ones selling on Amazon, to reach and deliver relevant advertising to a very large and engaged base across India. It’s about directly measuring outcomes from the very top of the funnel to the very bottom,” he added.
Users will be able to access the combined library through various Amazon platforms, including mobile apps, Amazon.in, Prime Video, Fire TV, and Connected TVs. “Amazon and MX Player obsess over customer experience and are both believers in the future of free entertainment,” stated Karan Bedi, Head of Amazon MX Player.
The acquisition highlights the scale of MX Player’s user base, with over 250 million unique users accessing the combined content library in September. “We will offer high-quality entertainment and streaming experiences faster than we could have done independently while continuing to keep the service free. This merger will mean great things for our viewers, advertisers, and content partners, and will let us bring MX Player to even more people in India,” Bedi added.
This acquisition follows comments made by Amazon executives during its second-quarter earnings report, emphasizing the importance of advertising as a contributor to profitability in both North America and international markets. Brian T. Olsavsky, Senior Vice President and Chief Financial Officer of Amazon, noted that the company continues to see opportunities for growth by expanding its offerings in new areas, such as Prime Video ads.
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