Amazon`s Acquisition of MX Player

Amazon`s Acquisition of MX Player
Case Code: BSTR684
Case Length: 12 Pages
Period: 2023-24
Pub Date: 2024
Teaching Note: Available
 Price: Rs.300
Organization : Amazon
Industry : e-commerce
Countries : India
Themes: Growth Strategy, Strategy Implementation, Competitive Environment,Brand Development
Amazon`s Acquisition of MX Player
Abstract Case Intro 1 Case Intro 2 Excerpts

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?

Issues

The case is structured to achieve the following teaching objectives:

  • 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

Contents

Keywords

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

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