Streaming firms eye one-stop shops to build scale and profitability

Mumbai: Amazon’s decision to integrate Amazon MX Player with Prime Video, coming after the merger of Disney+ Hotstar and JioCinema into JioHotstar, underscores a broader shift in India’s streaming industry towards unified entertainment platforms combining subscription, advertising-led and transactional video offerings.

Streamers are increasingly consolidating services to reduce churn, improve content discovery and keep users within a single platform, while strengthening monetisation through combined free and paid audiences at scale.