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Andrew Bonwick
Vice President of Product Development at Relm Insurance
Madhav Sheth
CEO of Ai+ Smartphone
Stephen Rose
CEO Render Networks
Vodafone Idea’s (Vi) digital entertainment service, Vi Movies & TV, has strengthened its free content portfolio with the addition of Amazon MX Player, one of India’s most widely used ad-supported streaming platforms. The move comes at a time when digital video consumption in India is at record highs, and telecom operators are increasingly turning to bundled content to deepen engagement with their subscriber base.
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OTT Growth Story in India
India is now among the largest video streaming markets in the world, with over 547 million OTT users in 2025. According to industry estimates, nearly 400–447 million of these viewers prefer free, ad-supported platforms over paid subscriptions. The combination of affordable mobile data and a large pool of price conscious users has created fertile ground for services like Amazon MX Player, which has built scale by offering mass-market content at no cost.
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By bringing MX Player into its fold, Vodafone Idea is clearly positioning itself to capture this rapidly growing audience segment. For the telecom operator, which continues to face intense competition from Jio and Bharti Airtel, strengthening digital offerings has become an important lever to hold onto customers and provide additional value beyond connectivity.
What the Partnership Delivers
With the tie up, Vi Movies & TV users can now access MX Player’s vast catalogue without any subscription fees. This includes hit original series such as Aashram, Campus Diaries, Jamnapaar, Bhaukaal and Hunter – Tootega Nahi Todega. The service also brings a wide range of international shows through MX Vdesi, featuring dubbed dramas like What’s Wrong With Secretary Kim?, Daydreamer, and My Girlfriend Is An Alien, catering to India’s growing appetite for Korean and Turkish content.
