At APOS in Bali, Amazon made one thing clear: it is not trying to pick a lane in India. It wants the whole highway. The company is executing a dual-platform strategy to reach both ends of the streaming spectrum: Prime Video for subscription-first audiences and Amazon MX Player for mobile-heavy, ad-supported viewers who are still transitioning away from linear TV.
Gaurav Gandhi, VP of Prime Video for Asia Pacific and MENA, positioned Prime Video as the go-to service for India’s subscription-ready consumers, people who have made streaming their default choice. The company is doubling down on local, differentiated content that does not just compete with Indian television but also stands alongside global offerings.
Nikhil Madhok, head of originals for Prime Video India, emphasized that they are not just putting TV content online. Series like The Family Man, Paatal Lok, Made in Heaven, and Khauf are cinematic, theme-driven, and often genre-blending. Dupahiya, a recent breakout hit, came from first-time creators. Over half of the streamer’s originals in development are being led by emerging talent, part of a deliberate push to back new voices.
Amazon is also making a major move into theatrical. Amazon MGM Studios plans to release four to six Indian films in theaters each year starting in 2026. Anurag Kashyap’s Nishaanchi will be the first out of the gate, hitting cinemas in September. The theatrical effort builds on Prime Video’s history of co-producing local films while expanding its presence beyond digital screens.
Amazon MX Player, created from the merger of the original MX Player and Amazon miniTV, is going after massive scale. With over 250 million monthly users, it dominates on mobile devices. The service features a mix of local scripted dramas, unscripted shows, and dubbed international content. Franchises like Aashram and Hustler continue to drive engagement with aspirational and underdog-themed storytelling.
Next up is micro-drama. Under the MX Fatafat banner, Amazon will roll out serialized stories told in one to two-minute vertical videos, with 80 to 100 episodes per series. These are designed for short bursts of mobile viewing throughout the day. The company says this format requires a fresh production approach and also opens the door to working closely with emerging creators.
Amazon’s two-platform strategy reflects a fundamental understanding of India’s fragmented digital landscape. Subscription growth remains limited, while mobile-first, ad-supported viewing offers the fastest path to scale. Rather than force one platform to serve everyone, Amazon is building purpose-built experiences for different user segments.
Prime Video is focused on long-term brand and content equity. Amazon MX Player is built for reach, retention, and short-form virality. Both platforms are receiving major investments in talent, content, and formats. For Amazon, India is not just a growth market. It is a live test case for the future of streaming at scale.
