Amazon MX Player, Glance partner to expand brand reach in India

Glance, a smart lock screen platform provider, has partnered with Amazon MX Player, the free video streaming service by Amazon. The partnership combines more than 23.5 crore smart lock screen device users in India with Amazon MX Player’s shows, to help audiences find and consume fresh streaming content.

The Glance and Amazon MX Player partnership currently spans across 10 popular shows this year, including Playground Season 4, Yeh Meri Family, Naam Namak Nishan, and Ishq In The Air. These shows focus on themes such as young love, family dynamics, gaming, and valour.

Aruna Daryanani, director, Amazon MX Player, said, “We are attempting to engage with our audiences through unique and innovative avenues. Glance’s reach combined with AI-powered lock screen, has been a great enabler for us to build awareness for Amazon MX Player’s new shows. Glance’s ability to engage users in real-time with relevant content has enabled us to connect with millions of viewers across India.”

Primarily an Android-based platform, Glance's smart lock screens stream fresh content such as news, updates, videos, quizzes, etc, when a smartphone is in a locked state. By using AI and ML algorithms, Glance analyses user's content consumption patterns and preferences to deliver video content tailored to user-interests and habits. Besides Amazon MX Player, Glance has already tied up with OTT platforms like Zee5 and Disney+ Hotstar, e-commerce players such as BigBasket and Flipkart, and a range of advertisers. With this tie-up, users in India will gain access to one more content source through their Glance lock screens.

A highlight of the alliance has been Playground Season 4, a gaming reality show on Amazon MX Player. Glance’s lock screen was integrated into the show by creating a special task, ‘Ask me anything’ which boosted the contestant interaction as well as viewer engagement.

Bikash Chowdhury, chief marketing officer at Glance, said, “With over 235 million active users in India, ‘glancing’ has become a powerful way to discover personalised content and experiences. Our platform and Amazon MX Player will help young audiences easily connect with stories that speak to their ambitions.”