Amazon MX Player Advertising

What is Amazon MX Player now?

MX Player started as a video player app that most Android users in India installed years ago. It later became a free streaming service. Amazon bought certain MX Player assets in 2024 and merged them with Amazon miniTV, creating Amazon MX Player.

In May 2026, Amazon announced that MX Player would be integrated into Prime Video. The Android app is being renamed MX Player by Prime Video. Its video tab gets a Prime sign-up option. On iOS, web and TV devices, viewers are being redirected to Prime Video apps, where free ad-supported shows sit in a Free to Me tab. Amazon called this a phased rollout, so expect changes through 2026.

For advertisers, the audience has not gone away. It is just moving under the Prime Video roof. That also changes how the inventory is sold, which we explain below.

Who watches Amazon MX Player?

Think young, mobile-first and Hindi-speaking. A big share of viewers live outside the metros, in towns across Uttar Pradesh, Bihar, Madhya Pradesh and Rajasthan. Many do not pay for any streaming service.

The size of that audience depends on who you ask. At its Connected Worlds India event in March 2026, Amazon Ads cited 250 million monthly active users. A CLSA report covered by Tele.net in April 2026 put MX Player at about 78 million, down year on year. The gap is large, and methods differ. We plan with delivery estimates for your specific targeting, not headline numbers.

Content tells you a lot about the viewer. Indian Television reported in December 2025 that Ek Badnaam Aashram season 3 part 2 crossed 250 million viewers, and that Hip Hop India season 2 topped Ormax reality rankings for 11 weeks in a row. Dubbed Korean, Turkish and Mandarin shows under MX Vdesi run to more than 200 titles.

How do you buy Amazon MX Player ads?

This is the most important question in 2026. Amazon sells MX Player alongside Prime Video through Amazon Ads and Amazon DSP. Its own advertising pages point brands to those channels.

We do not assume a DV360 deal exists for every campaign. When you brief us, we check whether MX Player inventory is available as a programmatic deal in DV360 for your dates. If it is, we set it up there with your other video. If it is not, we plan the buy through Amazon's channels and keep it inside the same media plan, with matched frequency goals and a combined report.

What ad formats are available?

In-stream video is the core. Pre-roll and mid-roll spots of 10 to 20 seconds suit mobile viewing best. Amazon also lists formats such as in-show integrations, native in-stream ads in micro-dramas and Sponsored Rewards. Amazon Ads reported that Airtel saw 50% lower CPA using Sponsored Rewards on MX Player.

Samsung's micro-drama Love Unpacked, shot on Galaxy phones, is a good example of the integration route. That kind of work is custom and sold by Amazon directly.

When should you advertise on Amazon MX Player?

Big original and reality show launches bring viewing spikes, so ask us about the release slate. Festive months from September to November are busy, as they are on every app. Wedding season and summer holidays work well for youth and FMCG brands in the Hindi belt.

Because it is free, MX Player is also good for always-on frequency. A packaged food brand can run steady low-cost weight through the year, then add more expensive OTT apps only for launches.

How does Amazon MX Player compare with other OTT apps?

ZEE5 and SonyLIV are mostly paid, with family and sports audiences. JioHotstar has mass reach, but its peaks are priced high. MX Player is cheaper and younger, with a stronger small-town skew.

Many brands pair it with Prime Video inside Amazon's stack. Prime Video brings the paying metro household. MX Player brings the free mass viewer. Our connected TV and OTT hub shows how these fit with the other apps.

Tips for better results on MX Player

Make a vertical cut. Micro-dramas are watched upright on phones, and a squeezed 16:9 ad looks lazy there.

Lead with the brand in the first three seconds. Many viewers watch in noisy places, often with low volume.

Keep the Hindi natural and local. A Bhojpuri or Awadhi touch in the voice-over can lift recall in eastern Uttar Pradesh and Bihar.

Measure cost per completed view, not just CPM. Cheap impressions are only good value if people watch them.