In India, the free ad-supported streaming TV (FAST) market isn’t just growing; it’s practically sprinting faster than a Mumbai local train during rush hour. With revenue projected to hit a cool US $194.70 million in 2025 and an expected CAGR of 14.28 per cent through 2029, this space is hotter than a freshly popped bag of OTT popcorn. But marketing in this landscape? That’s like trying to explain Inception to your grandma—everyone claims it works, but proving it requires a flowchart. Thankfully, Amazon MX Player isn’t here to throw darts in the dark. It’s weaving brand integrations so seamlessly that they don’t just sell products; they make them part of the entertainment experience. Think of it as the masala in your favorite biryani—essential, flavorful, and impossible to ignore.

With AI-driven ad tech, binge-friendly ad formats, and strategic partnerships, the platform is redefining how ads and content co-exist without stepping on each other’s toes. At Streamnext 2025, Indian Television Dot Com's Sreeyom Sil sat down with Amazon MX Player director Aruna Daryanani, and head of content Amogh Dusad, to break down their master plan.

And these two know their game. Aruna, with a track record of pioneering AI-led ad innovations and brand synergies, has turned Amazon MX Player into a powerhouse for advertisers looking to make a mark without disrupting the viewer experience. Meanwhile, Amogh, the brain behind the platform’s genre-defying originals and regional storytelling push, has a knack for picking content that hooks audiences from the first frame. Together, they’re not just changing how content is made and monetised—they’re making sure it sticks in the minds of both brands and binge-watchers alike.

Edited excerpts from the interview

For brands that don’t sell on Amazon Marketplace, how does your team leverage properties like Rise and Fall (social experiment) or Bhay (paranormal genre) to demonstrate measurable impact?

Aruna: Amazon is India’s largest online store, generating trillions of shopping signals that advertisers can tap into to reach relevant audiences. This is valuable for all advertisers, even those not selling on Amazon. We offer immersive ad formats that allow all brands to showcase their story in an interactive and memorable way. For non-endemic brands, we ensure they can build broad awareness and positively impact brand recall, consideration, and purchase metrics. For instance, Nissan GEZA Special Edition, inspired by Japanese musical themes, partnered with us on Hip Hop India Season 1 to build awareness for their new model through a unique hip-hop dance competition. The campaign even led us to break a Guinness World Record, creating a significant word-of-mouth ripple effect that benefited the brand’s success.

The 2025 slate includes Mitti (agricultural drama) and First Copy (piracy thriller). What specialised verticals are you targeting for category-exclusive partnerships?

Aruna: Advertisers either look for direct story fitment to celebrate their brand or seek to connect with the audiences watching these shows. Mitti is about a progressive young man returning to his roots to bring meaningful change to his village. Brands targeting 18–40-year-old males will find great synergy with this narrative. We have already received interest from multiple industries for partnerships on these shows.

With the success of shoppable ads, are you developing synchronous e-commerce features for reality formats?

Aruna: We have significantly invested in personalised, native ad experiences at scale so that brands can find success on Amazon MX Player. Our shoppable ad formats allow customers to browse products within the ad and add them to their cart or wishlist while watching. We have also introduced immersive ads, where brands can highlight key messages in a 3D format to drive higher recall. We’re now working on AI-led features that will help brands create engaging ad creatives and videos without incurring significant costs and effort.

Amazon MX Player is India’s largest ad-supported platform. How do you maintain the 70:30 content-to-ad ratio while introducing high-impact formats? What guardrails prevent shows like Ek Badnaam Aashram S3 from experiencing narrative disruption?

Aruna: At Amazon, we always work backwards from the customer’s perspective. For ad load, we use machine learning to customise both the ads audience and the number of ads displayed, ensuring that viewers' experiences remain uninterrupted.

With seven returning series and experimental formats like Rise and Fall, how do you balance audience expectations from established IPs with the risks of untested concepts? What metrics determine renewal decisions?

Amogh: Good observation! The slate has a strong mix of returning franchises, thanks to the immense consumer love for shows like Ashram, Jamnapaar, Who's Your Guy?, Mac, and Half Sea. These series also performed well from a business perspective, securing their renewal.

As a content platform, we aim to push storytelling boundaries. Bold steps like Made in India, Story of Titan, and Bhay showcase our commitment to exploring fresh narratives. Expect more such big moves in the future.

Your lineup spans Bhay (paranormal), Mitti (agricultural drama), and First Copy (90s piracy). How does this reflect MX Player's analysis of emerging viewer trends in India's crowded OTT space?

Amogh: We always work backwards from consumer preferences. Viewers don’t stick to one genre; they switch between lighthearted content and intense thrillers. Our slate reflects this diversity—from paranormal investigations to agripreneurial struggles and a gripping piracy tale featuring Munawar. These varied worlds help audiences engage on multiple levels.

Hunter S2 looks like your action tentpole, featuring Suniel Shetty and an international shoot. How does it compare to another big bet—Made in India: Titan Story? What viewership milestones are you targeting?

Amogh: Each year, we select three or four titles that define our programming strategy—perception-defining shows that also bring massive viewership. For 2025, Hunter, Ashram, Rise and Fall, and Titan are our major bets. These series will generate conversation and drive engagement among a broad audience.

Titles like Bindiya (Bihar gangster drama) and Petty Cash (Purulia setting) reinforce your regional storytelling push. Are you developing language-specific originals beyond Hindi? How much of 2025’s budget is allocated to regional content?

Amogh: 2025 is all about strengthening our Hindi-speaking audience base. While Bindiya and Petty Cash are set in Bihar and Purulia, respectively, they remain Hindi-language shows. We ensure authenticity through character portrayal and dialect nuances. That said, we continuously evaluate opportunities for regional expansion and new formats. For instance, MX Fatafat, launching in April, will introduce scripted series in vertical format—two minute bite-sized episodes designed for thumb-scrolling engagement.

With 14 fiction titles and one reality show announced, what’s MX Player’s projected watch-time per user for 2025? How do lighthearted shows like Gutar Gu S3 differ from high-octane dramas like Ek Badnaam Aashram S3 in engagement metrics?

Amogh: MX Player is a massive platform with 1.4 billion lifetime downloads and 250 million monthly active users, averaging 40 minutes per session. Our audience is loyal and highly engaged. Our slate is designed to cater to both wide-appeal themes—resonating across demographics—and sharply targeted young adult genres, like Gutar Gu, Campus Beats, and Heartbeats. Each show serves a distinct engagement KPI, ensuring we cater to diverse audience preferences.

You’ve partnered with Prakash Jha Productions (Ek Badnaam Aashram) and Banijay Asia (Rise and Fall). What makes MX Player attractive to creators? Are you considering in-house production?

Amogh: We have long-standing relationships with content creators like TVF and Dice Media and continue to expand our partnerships. Our decision-making is consumer and creative-first—we pick stories that will resonate and then collaborate with the right creators. For instance, Banijay is on board for Rise and Fall, while Prakash Jha Productions joins us for Aashram. As the industry evolves, so do our partnerships, always ensuring that storytelling remains the core focus.

According to a 2024 Ormax report, India’s OTT audience hit 481 million, with ad-supported platforms like MX Player dominating tier 2/3 cities with their sole focus on hyper-local storytelling and ad innovation keeping them at forefront. While Disney+ Hotstar and SonyLIV battle for cricket rights, MX Player’s 250 million monthly users are too busy debating whether Hunter S2 (starring Suniel Shetty) out-actioned Made in India: Titan Story. With 1.4 billion lifetime downloads, they’re the quiet giant of India’s OTT race—no subscription required.

Fun Fact is their 70:30 content-to-ad ratio is maintained with the precision of a Mumbai local train timetable. Miss an ad? Don’t worry—their AI will gently nudge you again in 10 minutes.

In a market where viewers flip genres faster than pani puri stalls, Amazon MX Player’s blend of chaos and strategy might just be the secret sauce—or as they’d say, masala.