MUMBAI, June 26 -- While global streamers consolidate into super apps, Amazon is doing the opposite in India. It is running two distinct platforms, Prime Video and MX Player, each catering to sharply different user bases.

"India is a highly heterogeneous market. Prime Video serves customers who are subscription-ready and have adopted streaming as their primary entertainment option," Gaurav Gandhi, vice president - Asia Pacific & MENA, Prime Video, said while speaking at the Asia Pacific Video Operators Summit (APOS) 2025 in Bali on Thursday.

"MX Player, on the other hand, targets a more transitional audience - mobile-first users who are still anchored in traditional media but seeking quality content without the barrier of a paywall."

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