Abstract

In June 2024, US-based e-commerce major and technology company, Amazon Inc. (Amazon), acquired MX Player – MX Media & Entertainment, one of India’s leading video streaming apps, for US$ 50-100 million as a part of its ongoing strategy to expand its presence in the country’s dynamic digital entertainment market. Strategically, the acquisition was considered as complementing Amazon’s existing video services like Prime Video and miniTV. So, amid rising competition and high growth prospects in the Indian streaming space, will the acquisition of MX Player help Amazon gain a subscriber base in Tier2 and Tier3 cities and become the leader in the Indian OTT market surpassing Disney+Hotstar?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Explore OTT market in India
• Identify the strategic rationale of an acquisition
• Analyze the competition in the Indian OTT market
• Explain the different factors to consider while going in for an acquisition

Keywords

Market Penetration; Market Development; Product Development; Horizontal acquisition; Competitive environment; MX Plater; Amazon; OTT industry