Amazon MX Player’s Evolution: Karan Bedi on future of digital streaming

In conversation with Adgully at StreamNext 2025, Karan Bedi, Head of Amazon MX Player, shared insights on the platform’s growth, evolving digital advertising models, and the future of OTT in India.

With Amazon MX Player pioneering a unique ad-supported streaming model, the platform is redefining digital entertainment in India. Karan Bedi emphasized how the transition from traditional TV to digital is accelerating. “The interesting thing for us is how we bring a lot of selection that’s relevant to our viewers,” he said. “We already have 100+ shows and plan to add even more. At the same time, we are focused on ensuring that brands can drive meaningful outcomes from this engagement. MX is one of the largest apps in the country, with over 250 million monthly unique viewers, giving us pan-India distribution to help brands connect with their audiences.”

Bedi highlighted the shift in advertising budgets, with brands looking for more measurable and outcome-driven solutions. “Currently, about 50-55% of overall advertising spend is digital, while the rest remains with linear television. However, in more mature markets, this ratio is 80:20 in favor of digital,” he noted. “We believe India will transition from 55% to 80-85% much faster than expected. Our monetization model is built to connect ad spend with clear outcomes, ensuring brands get the best value.”

With Amazon MX Player now deeply integrated into Amazon’s ecosystem, its distribution has expanded significantly. “MX is now seamlessly available across Prime Video, Fire TV, the Amazon Shopping app, and all first-party MX apps,” Bedi shared. “Our ad technology has also seen massive improvements, enabling brands to leverage our wide reach in a more data-driven manner.”

When asked about partnerships with production houses, Bedi stated, “We work with everyone in the industry—whether it’s TVF, RVCJ, or several other leading content creators. The response from the ecosystem has been overwhelmingly positive.”

The OTT space is witnessing rapid growth, with digital entertainment expanding across demographics. “There has been a massive increase in the diversity of our audience. Earlier, streaming was primarily for 18-24-year-olds, but now, it cuts across age groups, geographies, and income levels,” Bedi explained.

Looking ahead, connected TV (CTV) is expected to play a crucial role in the next phase of digital entertainment. “Every new TV you buy today is a connected TV. As India moves from 450 million digital users to 650 million in the next five years, CTV consumption will skyrocket. This presents a huge opportunity for brands to engage with audiences more effectively.”

With Amazon miniTV transitioning into Amazon MX Player, some viewers were initially unclear about the changes. Addressing this, Bedi said, “That’s why we launched the ‘Jodi’ campaign—to communicate the transition clearly. Wherever miniTV existed before, users will now find MX Player. The content remains the same, just with a bigger and better experience.”

As 2025 kicks off, Amazon MX Player is set for an exciting year ahead. “Our focus is on expanding our content lineup, strengthening brand engagement, and unlocking new digital advertising opportunities,” Bedi concluded. “Amazon has always led the way in innovation, and we plan to continue that momentum with MX Player.”

Also Read: Amazon MX Player uniquely positioned to drive shift from linear TV to streaming:Karan Bedi