Goafest is the premier festival for advertisers, marketers, and media professionals in India, held annually in the vibrant setting of Goa. Celebrated over three days, this iconic event is a grand celebration of creativity and innovation, spotlighting the finest work in advertising and media from across India and South Asia. Hosted by the Advertising Agencies Association of India (AAAI) in collaboration with The Advertising Club, Goafest features inspiring keynote sessions, insightful panel discussions, prestigious award ceremonies, and unmatched networking opportunities.
In 2025, the festival will unfold at the luxurious Taj Cidade de Goa, offering a perfect blend of business, creativity, and coastal charm.
At Goafest 2025, the buzzword wasn’t “streaming,” it was transformation.
And guiding that discussion was Karan Bedi, Director & Head of Amazon MX Player, who came onto the stage on Day 2 with a keynote that dissected the rapidly changing world of free video streaming in India. The session, “Free Streaming Revolution: Premium Content, Unique Audience Signals & Measurable Outcomes,” brought decisive insights and a preview of the future of advertising, audience behavior, and entertainment at scale. King Streaming and It’s Not Just in the Metros
Karan began by citing a fact that immediately captured the attention of the room: video streaming has become the No. 1 activity on smartphone in India, surpassing social media and messaging. And this change is not restricted to urban areas. In fact, the actual boom is occurring in Tier 2 and Tier 3 towns, where mobile-first audiences are increasingly gravitating towards platforms such as Amazon MX Player for content that is local, relatable, and engaging.
Why Free Streaming Wins: It’s Not Just Entertainment, It’s Targeted Impact
Ads on free streaming platforms have much greater impact compared to user-generated content (UGC) platforms such as YouTube, said Karan. The major turnabout? Advertisers are finally understanding that high-quality video content created professionally and paired with deep targeting of the audience produces greater recall of the brand, increased engagement, and quantifiable results across the funnel.
With digital video advertising in India predicted to catch up with TV advertising in the next year, the message was unmistakable brands cannot afford to view digital streaming anymore as merely an “alternate” avenue. It’s the primary platform now for storytelling and consumer engagement.
Amazon MX Player: A Content and Consumer Intelligence Powerhouse
At the crossroads of e-commerce and entertainment, Amazon MX Player is underpinned by three strong pillars:
Differentiated reach,
Distinctive and high-volume content, and
Contextual ad solutions supported by billions of data points.
With 1.4 billion downloads worldwide and 250 million monthly active users in India, the platform reaches scale that’s difficult to beat. What makes MX Player unique is its unique audience not only those watching Prime Video, but also the humongous base viewing content through Amazon’s shopping app, Fire TV, and mobile web.
And what about this content? Far from one-size-fits-all. From dramas, romance, and thrillers to international shows dubbed in Indian languages, MX Player is going all-in on diversity. Its future slate features more than 100+ new series, such as originals “Hunter,” “Rise and Fall,” and “Made in India” each crafted with mass appeal and cultural relevance in mind.
Micro-Dramas, Macro Impact
One of the most thrilling things hinted at in the keynote was the launch of micro-dramas short-form shows with 1–2 minute episodes intended for on-the-go viewing. In a time of declining attention spans, this format can potentially change how Gen Z and young millennials binge-view.
The Amazon Advantage: Data That Drives Results
The real game-changer? Amazon’s data universe. Karan described how billions of on-the-go shopping signals fuel hyper-targeted advertising segments across Amazon properties. Ditch one-size-fits-all demographics brands can now address “health-conscious young parents” or “aspiring first-time homeowners”, building highly customised experiences that catalyse conversions.
When advertisers leverage these precision-driven segments, brand performance is said to improve by as much as 20% a statistic that got marketers in the room on high alert.
From immersive ad formats and story-embedded product placements, to cross-platform retargeting that bridges content watching with Amazon shopping activity MX Player is not only a content platform, it’s a commerce driver.
Looking Ahead: Reality, Drama, and Everything In-Between
The next six months will see the launch of major titles like “Playground” and a slate of young adult dramas, reality shows, and culturally resonant series. Whether you’re a brand looking for reach, relevance, or ROI, Amazon MX Player is offering a full-funnel solution with serious staying power.
Final Word: Free Streaming Isn’t Just the Future It’s the Now
As Karan Bedi departed the stage, one thing was certain the free streaming revolution is now here, and Amazon MX Player is calling the shots. With unparalleled reach, laser-sharp targeting, and blockbuster programming, the platform is laying down the gold standard for what digital video can and must be.
-Khizra khan
