Digital video ad spends will match that of TV by 2026: Karan Bedi

With increasing viewer engagement, digital video ad spending is on a steep rise and is expected to match traditional TV advertising spends by 2026, said Karan Bedi, Director and Head of Amazon MX Player, while delivering a keynote address at the 18th edition of Goafest. 

Sharing insights on the emerging trends reshaping video advertising in India, Bedi emphasized on the growing popularity of video streaming as the leading online activity in the country, outpacing other digital habits like social media, gaming, and online communication.

“Streaming video ads are outperforming other formats in driving brand recall, building positive brand associations, and boosting brand recognition,” he said.

Amazon MX Player is an integral part of Amazon’s broader digital service with its presence across Prime Video, Amazon Store, Connected TV, and as a standalone app.

“Amazon MX Player benefits from Amazon’s technological infrastructure, insights, analytics, and expansive reach. It offers reach at scale, premium content, and deeply engaged viewers. It’s about connecting with audiences in the right context and measuring outcomes as well.

“Its unique three-pillar approach is centered on differentiated reach, differentiated content, and differentiated advertising solutions,” he said. 

 Sharing numbers, he said Amazon MX Player has over 1.4 billion downloads, and has a monthly reach of over 250 million active users.

“The video streaming service offers advertisers access to a highly engaged, digitally savvy audience. The integration with other Amazon offerings—such as the Amazon Shopping app, Prime Video, FireTV, and connected TV—further expands its digital footprint and consumer touchpoints,” he said. 

Amazon MX Player content is curated basis audience insights, Bedia said, adding that the new slate of content includes new Hindi originals and returning seasons of India’s beloved and award-winning shows like Aashram, Hunter, Jamnapaar, Half CA, Hip Hop India, Sixer, Who’s your Gynac and Playground. 

It will also have new series with innovative story lines, such as Bhay centering around an Indian paranormal investigator, The Titan Story, which tells an inspiring tale of India’s first super brand, along with a new reality show – Rise and Fall, a unique competitive format where players begin as equals, vying to become a ruler or remain a pauper, he announced.

“There’s also the new MX Vdesi series every week, dubbed in Hindi, Tamil, and Telugu, alongside an extensive movie library. Fatafat, short micro dramas series will also be introduced soon on Amazon MX Player,” he mentioned.

 Talking about differentiated ad solutions, Bedi said that leveraging Amazon's first-party shopping and streaming signals, Amazon MX Player helps advertisers reach highly relevant audiences, customizing reach based on factors like lifestyle, video content genre preferences, demographics and location. 

“Shopping signals led campaigns on Amazon MX Player have delivered 33% higher click-through rates and 20% higher uplift in brand message association (as per Kantar Brand Lift Studies) compared to campaigns based on demographic or geographic signals. Rich brand integrations help brands share the right message using shoppable and immersive ad innovations,” he said.

In the end, he said that Amazon has evolved its offering to provide advertisers a full-funnel solution that enables meaningful connection with their audiences at every stage of the customer journey. Amazon MX Player offers brands exciting opportunities to drive relevant reach across consumers through rich in-show brand integrations, innovative ad formats and create awareness.