Amazon Closes MX Player Acquisition

Amazon has completed its acquisition of certain MX Player assets in India, merging the free streaming app with its own Amazon miniTV service.

Last month, Amazon MX Player logged 250 million unique users accessing a mix of free entertainment across local originals, popular movies and dubbed international fare. The lineup includes local shows like Aashram and Dharavi Bank and a slate of Korean, Mandarin and Turkish series dubbed in Hindi, Tamil and Telugu.

“Today we are bringing together the vast reach of MX Player, with the advertising tech that leverages Amazon’s billions of customer signals,” said Girish Prabhu, head of Amazon Advertising India. “It’s about enabling all brands, not just the ones selling on Amazon, to reach and deliver relevant advertising to a very large and engaged base across India. It’s about directly measuring outcomes from the very top of the funnel to the very bottom.”

“Amazon and MX Player obsess over customer experience and are both believers in the future of free entertainment,” added Karan Bedi, head of Amazon MX Player. “Being part of Amazon will let us continue to delight millions of viewers across the country. We will offer high-quality entertainment and streaming experiences faster than we could have done independently, while continuing to keep the service free. This merger will mean great things for our viewers, advertisers and content partners, and will let us bring MX Player to even more people in India.”