Amazon is taking a two-platform approach to tap into India’s rapidly expanding and diverse streaming audience. By operating Prime Video and Amazon MX Player, the company is catering to both subscription-ready consumers and mobile-first users who prefer free, ad-supported content. At the APOS conference in Indonesia, Amazon executives discussed how these two services are positioned to address the varying entertainment needs across the country.
Gaurav Gandhi, VP of Asia Pacific and MENA for Prime Video, explained the thinking behind this strategy, said, “India is a really heterogeneous and diverse country with customers having very different needs.” He added, “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. While Amazon MX Player is aimed at customers who are now transitioning from traditional media — TV or are still on it, but are not subscription-ready yet, though they are seeking high-quality premium content.”
Prime Video is focused on reaching audiences who consume long-form, high-quality content on living room devices. Amazon MX Player, meanwhile, sees over 250 million monthly users, primarily accessing content on mobile devices.
Furthermore, both platforms have different content strategies to reflect their respective target audiences. Prime Video emphasizes original programming across 10 Indian languages, along with international content and bundled services such as Apple TV.
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 television, and closer to cinema.” He also added, “Starting 2026, we will be releasing four to six movies in theatres every single year.”
Since 2020, Prime Video has premiered more than 65 movies in six languages directly on the platform, while continuing to license theatrically released films for digital streaming.
Notable original series like The Family Man, Made in Heaven, Paatal Lok, and Call Me Bae have emerged from this focus. Madhok also pointed out that Prime Video looks deeper than just genres. The horror series Khauf, for example, also explores the challenges faced by young women in urban environments.
Additionally, Amazon is expanding its film strategy with a strong push into theatrical releases through Amazon MGM Studios. The company recently announced Nishaanchi, directed by Anurag Kashyap, which will premiere in cinemas this September.
Amazon MX Player, in contrast, is aligning its content for short-form, mobile consumption. The upcoming format MX Fatafat will feature micro-dramas in vertical video, with 80 to 100 episodes per series, and each episode lasting one to two minutes.
Amogh Dusad, Director and Head of Content at Amazon MX Player, described it as “serialized stories told in short, one-to-two-minute episodes, with 80 to 100 episodes per series, in vertical format.” He added that the format is intended to offer “quick entertainment during brief moments throughout their day.”
The content on MX Player often revolves around inspirational and aspirational themes.
“Themes of inspiration and aspiration resonate with customers because these are people who really want to go up the socio-economic ladder, and rags-to-riches stories or content about an underdog’s journey strike a chord with their lives,” Dusad said.
Notably, the platform’s popular show Aashram has crossed 200 million streams in India. Other series, like Hustler, tap into India’s growing interest in entrepreneurship and startup culture.
Amazon is also actively investing in new talent across both platforms. Gandhi shared that over 50% of Prime Video’s originals in development involve creators who are new to the industry.
Gaurav Gandhi, VP of Asia Pacific and MENA for Prime Video, said, “One of our big successes this year, ‘Dupahiya’ came from absolutely new, first-time creators.” He added, “It is still early days for streaming in India.” Adding that Amazon sees strong potential for growth across both subscription-based and ad-supported services.
MX Fatafat will also support new creators by co-developing content with them.