Bedi highlighted that video streaming is the number one activity on smartphones in India, surpassing social media and messaging, Karan Bedi, Director and Head, Amazon MX Player, said while adding that streaming is highly prevalent in tier 2 and tier 3 cities, not just metros.
During a keynote session titled ‘Free Streaming Revolution: Premium Content, Unique Audience Signals & Measurable Outcomes’, on day 2 of Goafest 2025, Bedi highlighted that video streaming is the number one activity on smartphones in India, surpassing social media and messaging. Moreover, streaming is highly prevalent in tier 2 and tier 3 cities, not just metros.
“Ads on streaming platforms are significantly more effective than on UGC platforms like YouTube. Also, digital video advertising in India is expected to surpass TV advertising within the next year,” he added.
Bedi emphasised that Amazon MX Player operates on three pillars: differentiated reach, unique content, and contextual ad solutions and the platform has over 1.4 billion downloads globally and 250 million active users in India.
“Amazon MX Player offers a unique audience, different from other streaming and UGC platforms. The content remains stable during major events like cricket, proving audience loyalty.
Moreover, Amazon MX Player is investing in high-volume content, including 100+ upcoming shows,” Bedi said.
Furthermore, he went on to say that Amazon leverages billions of shopping signals to create hyper-targeted ad segments and advertisers can go beyond basic demographics, targeting nuanced segments like “health-conscious young parents.
“Brand metrics improve by up to 20% when using these targeted segments. Also, ad formats include integrated product details, immersive branding, and story-embedded product placements. Amazon enables cross-platform retargeting, connecting Amazon MX Player viewership with Amazon shopping behaviour. High-impact, full-funnel advertising solutions are offered to deliver strong ROI for advertisers,” he said.
“The content lineup for the next 6+ months includes reality shows, young adult dramas, and major titles like “Playground” and “Hunter”,” he added.
