Amazon MX Player’s Future Vision: Girish Prabhu highlights CTV, Ads, User Engagement

At StreamNext 2025, Girish Prabhu, Head, Amazon Ads India, shared insights on the evolving digital entertainment landscape, the rise of connected TV (CTV), and the platform’s strategic focus on enhancing user and advertiser experiences.

Amazon MX Player has been at the forefront of India’s digital streaming revolution, and Prabhu emphasized how the shift from traditional TV to digital is accelerating. “We are witnessing a transformation in digital entertainment consumption. As digital penetration deepens, connected TV is becoming the preferred choice for many households,” he said.

With advertising being a key revenue driver for Amazon MX Player, Prabhu highlighted the importance of creating value for both viewers and brands. “Our approach is centered around providing a seamless experience. We ensure that while viewers get the best entertainment, brands can effectively engage with their target audience through relevant and impactful advertising solutions,” he explained.

The rise of connected TV (CTV) presents a massive opportunity, and Prabhu believes it will redefine digital content consumption. “We are already seeing significant growth in CTV adoption. Every new TV sold today is a smart TV, which means more people are transitioning to app-based entertainment rather than traditional cable or DTH,” he noted. “This shift allows advertisers to reach audiences in a more immersive and measurable way.”

When asked about Amazon MX Player’s role in this evolving ecosystem, Prabhu stated, “Amazon has always been at the forefront of innovation, and MX Player is no different. We are continuously investing in enhancing our content offerings, refining our ad-tech capabilities, and ensuring a frictionless user experience across devices.”

The integration of MX Player within Amazon’s ecosystem has further strengthened its reach. “Our distribution network has expanded significantly—MX Player is now available across Prime Video, Fire TV, the Amazon Shopping app, and all first-party MX apps,” Prabhu said. “This seamless availability ensures that our content reaches audiences wherever they are, enhancing both viewership and engagement.”

Speaking about the platform’s monetization strategy, Prabhu emphasized the importance of performance-driven advertising. “Brands today are looking for measurable outcomes. Our ad solutions are built to help advertisers drive real business impact, whether it’s awareness, consideration, or conversions,” he explained.

With digital consumption growing across demographics, Amazon MX Player is focused on catering to a diverse audience. “The streaming audience has expanded beyond just urban millennials. Today, we have viewers across age groups, regions, and socio-economic backgrounds engaging with our content. This diversity makes MX Player a powerful platform for both storytelling and advertising,” Prabhu noted.

As Amazon MX Player continues to evolve, Prabhu remains optimistic about its future. “We are committed to delivering high-quality content, building innovative ad solutions, and enhancing the overall entertainment experience. The next few years will be transformative for the industry, and we are excited to be leading this change,” he concluded.

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