In a major push to dominate India’s streaming space, Amazon MX Player has announced an ambitious content expansion plan featuring over 100 new shows, including 40 Hindi originals.

This marks one of the platform’s most aggressive moves since Amazon acquired it in 2023, signaling its intent to compete with industry giants like Netflix, Disney+ Hotstar, and JioCinema.

The newly announced slate spans multiple genres, ensuring a diverse range of entertainment for viewers. Among the most anticipated releases are sequels to popular originals such as ‘Aashram 4’, ‘Hunter 2’, and ‘Sixer 2’. The platform is also doubling down on reality content, with the return of ‘Hip Hop India’ and the introduction of a new high-stakes survival show, ‘Rise and Fall’.

Adding to the excitement, Amazon MX Player has lined up several fresh titles poised to capture audience interest. ‘Bhay – The Gaurav Tiwari Story’ delves into the life of India’s first paranormal investigator, while ‘First Copy’ explores Mumbai’s underground video piracy market of the 1990s. Other promising originals include ‘Mission Smart City’, a thriller centered on cyber warfare, and ‘Desi Down Under’, a slice-of-life drama about Indian immigrants in Australia.

Hindi originals are at the heart of this expansion, reflecting Amazon MX Player’s commitment to local storytelling. With a mix of action-packed thrillers, investigative dramas, and socially relevant narratives, the platform aims to cater to India’s rapidly evolving streaming audience.

Industry insiders believe that the scale of this content investment suggests a long-term strategy to turn MX Player into a leading ad-supported streaming platform. While Amazon has yet to disclose its revenue-sharing model, sources indicate that the company plans to leverage its vast ad ecosystem to drive profitability.

 

The streaming landscape in India is witnessing fierce competition, with platforms investing heavily in original content to capture audience attention. Amazon MX Player’s aggressive expansion could challenge the dominance of Netflix, Disney+ Hotstar, and JioCinema, all of which have been ramping up their Hindi content offerings.

With this new content slate, Amazon MX Player is betting big on India’s growing digital audience. Whether these new originals will redefine the OTT landscape remains to be seen, but one thing is certain: Indian viewers now have more entertainment choices than ever before.