Watch, shop, repeat

●Amazon MX Player is relying on an ad-supported model

- CHRISTINA MONIZ

THE COUNTRY'S BIG OTT companies have a thorny problem in common. Their offerings are increasingly commoditised. But if you are Amazon MX Player, the video streaming platform that was formed as a result of the Amazon Mini TV and MX Player merger last year, that problem is not exactly insurmountable. You already have a captive audience base and an enviable tech stack. Put the two together and you have a market ready for the taking.

Amazon MX Player is doing just that—combining technological innovation and targeted advertising solutions with a new repertoire of content. The platform believes its ability to combine reach and relevance will ensure more advertisers get on board.

To start with, it has unveiled an exhaustive content package for 2025 that features over 100 shows and movies. The platform has its eye on the growing ad-supported video on demand (AVOD) market, which has played a key role in driving the OTT business in India. The video streaming service is banking also on shoppable videos—that allow viewers to shop while watching content—to give it an edge in the crowded video streaming market.