Amazon Doubles Down on Dual Streaming Strategy in India

In a wide-ranging conversation at the APOS summit in Bali on Wednesday, senior regional executives from Amazon laid out their vision for the company’s twin-pronged streaming strategy in India, where the tech giant operates both the subscription-based Prime Video platform and the ad-supported service Amazon MX Player. The dual-service approach, they argued, is key to capturing India’s vast and varied entertainment consumer base.

“India is a really heterogeneous and diverse country with customers having very different needs,” said Gaurav Gandhi, vp of Prime Video for Asia Pacific and MENA. “Prime Video caters to customers who are subscription-ready, who have actually transitioned to streaming as their first or only choice of entertainment. Amazon MX Player is aimed at customers who are now transitioning from traditional media — TV or they are not subscription-ready yet — though they are still seeking high-quality premium content.”

Prime Video, which has achieved some local hits like The Family Man, Paatal Lok, and Made in Heaven, also isn’t neglecting the big screen, still an essential entertainment pillar in cinema-mad India, which famously produces more movies per year than any other nation. The company is currently preparing for a bigger push into theatrical production through Amazon MGM Studios. Starting in 2026, the studio will release four to six original Indian films in theaters annually. The next Amazon MGM Studios feature, Anurag Kashyap’s Nishaanchi, is slated to hit cinemas this September. The plan builds on Prime Video’s past co-productions with leading Indian studios.

Nikhil Madhok, head of originals for Prime Video India, described the platform’s creative strategy as “premium, nuanced, and cinematic,” arguing that the company invests in production values and themes for its series to rival feature films — in order to cut through a content landscape that’s hyper competitive. He cited shows like Khauf, a horror series that doubles as a meditation on urban trauma, and Dupahiya, which taps into nostalgic yearnings for rural India.

“We were very clear from the start that the local content in India had to be highly differentiated from television, but at the same time, when it lands up on the service, sitting next to our international content, it must be equally compelling, if not more,” Madhok explained. 

Meanwhile, Amazon MX Player, which reaches over 250 million monthly users — many of them mobile-first— has carved a niche with local scripted and unscripted fare, dubbed international content, and escapist franchises like Hustler and Aashram, the latter of which has netted more than 200 million views.

Amazon acquired the MX Player service, a former rival, from India’s Times conglomerate last year — in a deal pegged at about $100 million by local press — and promptly merged the service with its AVOD platform Amazon miniTV to create Amazon MX Player. 

Amogh Dusad, head of content for Amazon MX Player, revealed plans for the service to boost its efforts in the buzzy micro-drama category. As part of a new initiative titled MX Fatafat, the company will produce a slate of serialized micro-dramas optimized for smartphones. Each series will comprise 80 to 100 episodes of one to two-minute vertical videos, ideal for brief moments of consumption throughout the day.

“MX Fatafat is a fresh approach, requiring unique writing and production methods, and we are looking forward to launch it later this year,” Dusad said.

The panel, moderated by Media Partners Asia executive director Vivek Couto, also touched on Amazon’s broader investments in India’s surging creator economy. Gandhi noted that over half of Prime Video’s current originals feature first-time talent, and the company is actively co-producing short-form content with emerging creator voices through MX Fatafat.

With continued investment across both services, Gandhi stressed that Amazon remains bullish on the long-term potential of India’s hyper-competitive streaming market, which has seen local champion JioStar emerge as the dominant player in recent months.

“It’s still early days for streaming in India,” Gandhi said.