Amazon will most likely retain the MX Player branding and is expected to absorb some of MX Player's key executives.
by acquiring key assets of the popular video streaming service MX Player from Times Internet. It seems that the company is trying to strengthen its presence in the crucial Indian market.The deal, valued at less than $100 million, marks a significant drop from MX Player’s previous valuation of $500 million. Amazon will retain the MX Player branding and is expected to absorb some of MX Player’s key executives.
MX Player offers Amazon a valuable distribution and marketing partner. The Indian streamer boasts a strong presence in smaller locations where Amazon’sFor MX Player, the story is one of strategic shift. Acquired by Times Internet in 2018 for $140 million, the app initially focused on video playback functionality, particularly supporting various video formats compatible with affordabledevices.
The Indian video streaming market is dominated by Reliance and Disney, who together control over half of the market share. Amazon’s acquisition of MX Player, with its 15% market share according to UBS, is a strategic move to challenge this dominance. Whilecurrently hold a smaller share, Amazon’s investment in MX Player suggests they are determined to be a major player in the Indian streaming landscape.
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