Vodafone Idea (Vi), one of India’s leading telecom operators, has strengthened its digital entertainment service, Vi Movies & TV, by adding Amazon MX Player to its free content portfolio. This partnership comes at a time when digital consumption in India is at record highs, and telecom operators are increasingly leveraging bundled content to enhance engagement with their subscribers.
OTT Growth in India
India has emerged as one of the largest streaming markets in the world, boasting over 547 million OTT users in 2025. Industry reports indicate that nearly 400–447 million viewers prefer free, ad-supported platforms over paid subscriptions. Factors such as affordable mobile data plans and a price-conscious audience have fueled the growth of ad-supported OTT platforms like MX Player, which offers high-quality mass-market content at no cost.
By integrating MX Player into Vi Movies & TV, Vodafone Idea aims to capture this rapidly expanding segment of free OTT users. For Vi, which competes with telecom giants Reliance Jio and Bharti Airtel, offering enriched digital services is a strategic move to increase customer loyalty and provide value beyond conventional mobile connectivity.
What the Partnership Offers
The collaboration with MX Player allows Vi Movies & TV users to access MX Player’s vast content library without any subscription fees. Subscribers can now enjoy hit original series such as Aashram, Campus Diaries, Jamnapaar, Bhaukaal, and Hunter – Tootega Nahi Todega. Additionally, the platform brings a variety of international shows under MX Vdesi, featuring popular dubbed dramas like What’s Wrong With Secretary Kim?, Daydreamer, and My Girlfriend Is An Alien. This caters to India’s growing audience for Korean and Turkish content, a trend that has been gaining momentum in recent years.
Vi Movies & TV’s free library already offers over 400 live TV channels, news streaming, and free first-episode access to ZEE5 Originals, making it one of the most comprehensive free entertainment services in India for telecom subscribers.
Aggregating for Scale
Beyond free content, Vi Movies & TV also operates as an OTT aggregator for paying subscribers. Depending on their plan, users can unlock access to up to 17 leading streaming platforms, including Disney+ Hotstar, Sony LIV, ZEE5, Lionsgate Play, Sun NXT, FanCode, ManoramaMAX, and Klikk. This hybrid model allows Vi to cater to both casual viewers who prefer free content and premium users seeking access to paid OTT libraries, creating a holistic digital entertainment ecosystem.
With the addition of Amazon MX Player, Vi Movies & TV has further strengthened its position in India’s booming OTT market. By combining free, ad-supported content with premium streaming access, Vodafone Idea not only provides enhanced entertainment options to its subscribers but also competes effectively in a market dominated by Jio and Airtel. This strategic partnership reflects the growing trend of telecom-OTT collaborations, as companies seek to offer more than just connectivity and deliver value-added services that attract and retain customers
