Free ad-supported streaming reshaping video advertising in India: Karan Bedi

India currently has 450 million digital video users, a number expected to grow to 600 million by the end of this year or early next year. This growth spans across all age groups, income levels, genders, and geographies, marking a shift from traditional media like television to digital video.

This transition presents a significant opportunity for brands to engage with diverse audiences. Streaming services, in particular, offer higher engagement compared to linear TV due to their active consumption nature, helping advertisers with more relevant audience reach. The focus is not just on viewership but on deeper metrics like recall, consideration, and purchase intent, making digital video a powerful tool for both short-term and long-term brand impact.

Streaming services are now the primary entertainment choice for millions, offering deeper engagement compared to linear TV. “The way we consume content has changed dramatically in the past decade. Digital services have not just democratized storytelling but have also given rise to diverse voices,” said Karan Bedi, Director & Head, Amazon MX Player, during the dentsu-e4m Digital Advertising Report 2025 event in Mumbai. “Today, success is not just about big budgets but about authenticity, relatability, and the ability to connect with audiences in a meaningful way.”

Online video advertising is now the fastest-growing digital ad format in India, holding a 28% market share, with projections to reach 30% by 2025, according to the Dentsu 2025 report.

The report suggests that this growth is driven by the increasing popularity of short-form videos, live-streaming, and interactive experiences. With an impressive CAGR of 23.24%, online video is outpacing social media and paid search, making it the preferred medium for brands seeking higher engagement and better brand recall.

Amazon MX Player: A Game Changer in India's Digital Video Space

Amazon MX Player has emerged as a key player in India's digital video services, offering advertisers access to a vast audience of 250 million monthly active users. With 1.4 billion Play Store downloads and seamless integration within Amazon’s offerings—including the shopping app, Fire TV, and Prime Video—Amazon MX Player ensures unparalleled reach.

With 100+ new shows in 2025 including 40 originals, its extensive content library spans multiple genres and languages, catering to metro cities as well as tier 2-5 regions. “India’s entertainment landscape is witnessing a regional revolution. Audiences now seek stories that resonate with their cultural roots. India is not a single-language country; it is a diverse, multilingual powerhouse where local content can now go global, thanks to streaming services and digital access,” Bedi explained.

Innovative Advertising Solutions Driving Higher ROI

Amazon MX Player leverages Amazon’s first-party signals to provide highly relevant  advertising solutions. The service offers innovative ad formats, such as immersive ads that seamlessly integrate product information into the video experience, leading to higher click-through and view-through rates. Features like “add to cart” buttons directly below video ads, enable easy purchases, creating a smooth user experience.

This approach has delivered remarkable results, with Amazon MX Player reporting brand measures up to 77% higher than industry benchmarks.

With such formats, Amazon Ads is creating better experiences for brands to help them meet their advertising needs. As the digital landscape evolves, these innovations make it possible for all advertisers to navigate the changes with advertising technology that allows for better reach, deep insights, and help improved outcomes. 

The Future of Digital Entertainment in India

India’s digital entertainment industry stands at a transformative juncture, where creativity, technology, and audience demand are converging like never before. As the nation continues its digital acceleration, streaming services and advertisers and audiences alike are set to reap the benefits of this dynamic shift.

“India is at an inflection point where technology, creativity, and audience demand are converging like never before. The next decade will see entertainment evolving in ways we cannot yet predict, but one thing is certain—storytelling will always remain at the heart of it all,” Bedi concluded.