As Indian OTT audiences became more selective about what they watch in 2025, Amazon MX Player emerged as a key driver of growth in the country’s streaming ecosystem. With viewers leaning toward content that balanced familiarity with experimentation, the free-to-watch platform strengthened its appeal through a mix of franchise-led storytelling, reality formats and global content.
The year opened with StreamNext, where Amazon MX Player announced a pipeline of over 100 titles, including 40 Hindi originals, all available free to viewers. Established franchises played a central role in driving scale. Ek Badnaam Aashram Season 3 Part 2, led by Bobby Deol, crossed 250 million viewers and consistently ranked among India’s most-watched shows. Returning titles such as Half CA, Hunter, Jamnapaar and Gutar Gu further reinforced the platform’s scripted offering.
Beyond returning hits, Amazon MX Player diversified its slate with genre-driven originals like Bhay: The Gaurav Tiwari Mystery, a psychological thriller that relied on investigative depth and mood-led storytelling.
Reality programming emerged as a major growth engine. Rise and Fall, hosted by Ashneer Grover, became one of India’s most-watched reality formats, crossing 500 million views, while Hip Hop India Season 2 topped Ormax charts for 11 consecutive weeks. Competitive and performance-led shows such as Battleground and I-POPSTAR expanded the platform’s mass appeal.
Creator-led and youth-focused originals, alongside the expansion of MX Vdesi-India’s largest international dubbed content library-added further depth. With over 1.4 billion app downloads and 250 million monthly active users by year-end, Amazon MX Player closed 2025 as a mainstream cultural platform combining reach, consistency and content that resonates across audiences.
