Amazon Goes All In: Serving Up Both Premium and Free Streaming in India

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Amazon is taking a new approach in India’s fast-changing streaming market. Instead of sticking to just one service, the company is now running two separate platforms to reach more people.

Here’s what’s happening:

Prime Video will continue to serve viewers who want premium content, including original series, movies, and international shows. It’s still aimed at families and people who prefer watching on their TVs.

Amazon is also focusing on Amazon MX Player, which already has a huge following in India, especially among mobile users. This platform is free and supported by ads, making it a good fit for people who don’t want to pay for a subscription.

The logic is pretty simple: most Indians who watch streaming content are happy to see some ads if it means they don’t have to pay. About 72% of streaming viewers in India prefer free, ad-supported options over paid subscriptions.

Starting June 17, 2025, Prime Video will begin showing ads to all users in India unless they pay for a new ad-free plan. This is a big shift, but it matches what’s happening in other markets and helps Amazon manage the rising costs of making and licensing shows.

By offering both a paid and a free service, Amazon hopes to keep its loyal subscribers while also reaching millions of new viewers who just want to watch on their phones without paying.

Industry watchers say this move could help Amazon stay competitive as more companies fight for attention in India’s crowded streaming space.

Amazon says it’s committed to making content that appeals to Indian audiences, no matter how or where they watch.

Source: Variety