In a year where Indian OTT viewing shifted from mindless scrolling to intentional, high-stakes selection, Amazon MX Player emerged as the ultimate destination for stories that truly matter. Viewers gravitated towards shows that felt familiar yet bold, rooted yet entertaining. By blending the raw grit of unscripted reality with star-studded original dramas, Amazon MX Player became the engine that made India stream, offering a slate that moved seamlessly across power, ambition, friendship, and fear, all within a free-to-watch ecosystem.
The year kicked off with StreamNext, where Amazon MX Player outlined an ambitious roadmap of 100+ titles, including 40 Hindi Originals, streaming for FREE. Strong, long-running franchises continued to anchor viewership, led by Ek Badnaam Aashram Season 3 Part 2 starring Bobby Deol as Baba Nirala, the show shattered streaming myths by attracting over 250 million viewers, consistently dominating the Ormax Media charts as India’s most-watched series. The strength of the scripted slate was further bolstered by returning giants like Half CA Season 2 starring Ahsaas Channa, Hunter Season 2 with the powerhouse duo of Suniel Shetty and Jackie Shroff, Jamnapaar Season 2, and Gutar Gu Season 3. These titles didn’t just bring back familiar faces; they delivered the high-intensity drama and emotional vulnerability that contemporary viewers crave. The service proved its versatility with Bhay: The Gaurav Tiwari Mystery, a psychological thriller inspired by real events that relied on atmospheric investigation rather than spectacle, starring Karan Tacker and Kalki Koechlin.
Reality programming became a primary driver of excitement in 2025, evolving into idea-led formats that captured the national imagination. Rise and Fall, hosted by the unfiltered Ashneer Grover, featuring faces like Pawan Singh, Arjun Bijlani, Kiku Sharda, Dhanashree Verma and more, became a breakout social experiment on power dynamics, amassing a staggering 500 million+ views and ranking among the Top 2 reality shows in India as per Ormax ratings. Performance-led shows also hit new peaks, with Hip Hop India Season 2 featuring Remo D’Souza and Malaika Arora as judges, which emerged as the country’s #1 reality show between Jan-Jun 2025 as per Ormax trending for 11 consecutive weeks, while competitive formats like Battleground and I-POPSTAR further strengthened the service’s growing reality show slate.
Newer originals like First Copy and Aukaat Ke Bahar, featuring Munawar Faruqui and Elvish Yadav respectively, brought fresh takes to the service with creator-led shows, while youth-focused narratives like Lafangey and Gamerlog captured the messy, relatable transition into adulthood. This vast domestic library was complimented by the expansion of MX Vdesi, which now boasts the largest library of international dubbed content in India. With over 200 titles across Korean, Turkish, and Mandarin, and the landmark debut of Anime hits like Demon Slayer, global entertainment became truly accessible to every Indian household.
This scale of storytelling attracted a roster of premium sponsors, including Samsung, boAt, Lux Cozi, Haier, and Sprite, reinforcing the service’s position as a preferred destination for brands aiming to connect with India’s streaming audiences. By the end of 2025, Amazon MX Player’s growth was undeniable, crossing 1.4 billion app downloads and reaching 250 million monthly active users. Now widely available across Prime Video, Fire TV, and the Amazon Shopping App, the service concludes the year not just as a streaming service, but as a cultural staple that prioritizes consistency and stories that feel close to home.
