Goa, India- 23 May, 2025: Amazon MX Player, Amazon’s free streaming service, held a masterclass on Day 3 of Goafest 2025 titled ‘Content Marketing 2.0,’ fostering thoughtful conversations around the evolving landscape of content marketing. Hosted by Amogh Dusad, Director & Head of Content at Amazon MX Player, the session explored how brands can break through the clutter in today’s content-saturated world and connect with audiences through streaming-first strategies rooted in relevance, resonance, and results.
Amogh’s masterclass offered a deep dive into the future of content–led marketing, underscoring the growing dominance of video streaming in contemporary times, with OTT now penetrating 83% of India’s internet-connected population. Backed by insights from leading studies, he highlighted how 72% of Indian viewers skip traditional ads when possible, while streaming platforms command higher attention and engagement in favour of Linear TV. Amogh also made a strong case for moving beyond the standard 20-second ad spot by showcasing how Amazon MX Player’s model of sponsorships, in-show integrations, and digital amplification allows brands to forge a more meaningful and memorable connection with audiences.
Going beyond these numbers, he further shed light on how Amazon MX Player builds its slate through deep viewer understanding, tapping into aspirations, anxieties, and cultural shifts. From real-life heroism in Physics Wallah and Rakshak: India’s Braves, to emotionally resonant stories like Gutar Gu and Campus Diaries, to financially driven tales like Hustlers, and socially progressive themes in Jamnapaar, the service’s content strategy strives to capture the pulse of today’s diverse viewer base. But that wasn’t all. A highlight of the session was an exclusive teaser of the service’s upcoming captive reality show Rise & Fall, hosted by Ashneer Grover, which blends survival drama with sharp social commentary. Amogh even emphasised how the show’s innovative format caters to the audience’s appetite for edgy, competitive, and socially relevant content, while opening new doors for high-impact curated moments for brands.
Reflecting on his masterclass at Goafest 2025, Amogh Dusad shared, “Streaming has rewritten the rules of content and marketing, giving rise to intentional viewing, where audiences are becoming increasingly selective in their content preferences. For us at Amazon MX Player, this has led to greater emphasis on understanding consumer behaviour and catering to the needs.”
He further added, “Over multiple partnerships, we’ve seen seamless brand integration gives a multiplier effect in driving engagement and deliver impactful results to brands. At Amazon MX Player, we give special focus to find ways to merge brand messaging with content thereby proving it to be win-win for brand and viewers alike.
With the Content Marketing 2.0 masterclass, Amazon MX Player solidified its leadership in driving innovation at the intersection of storytelling and strategy, offering brands a more immersive, insight-led, and culturally resonant platform to engage today’s digital-first India.
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