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The Economic Times

Economy / The Economic Times

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Streaming firms eye one-stop shops to build scale and profitability

Amazon's integration of MX Player with Prime Video signals a trend towards unified streaming platforms in India. This move aims to reduce churn, enhance content discovery, and boost monetization by combining subscription, ad-supported, and transactional offerings. The strategy addresses slowing subscriber growth and rising content costs in the price-sensitive Indian market.

8 May 2026 12:33 am