iWorld
Horizon Sports launches on MX Player in India
Mumbai: UK-based nature sports and wellness video platform, Horizon Sports has licensed its catalogue to Indian entertainment streaming platform MX Player. Under this agreement, Horizon Sports will provide 500 hours of content relating to action, endurance and adventure sports and wellness to over 200 million monthly active users in India, on MX Player. It’s unique content – covering Iron Man triathlons, ultra-trail running, sports documentaries, mountain sports, water and underwater travel and competitions – will now be available to MX Player’ large user base to stream for free.
Horizon Sports, a producer and aggregator of nature sports and wellness programming that caters to people who hike, run, cycle, love mountains, want to be healthy and more active in nature.
With over 75 million daily active users (DAUs) in India – MX Player is the largest entertainment platform in the country, present on one out of every two smartphones. It currently operates on an ad-supported model and is free to use the app for premium content.
MX Player integrates its offline video playing capabilities with a wide library of over 150,000 hours of premium content across 10 languages, including a critically acclaimed slate of MX Original originals, movies, web series, TV shows, news, audio music and games.
MX Player‘s content acquisition & syndication head Mansi Shrivastav said, “With Everytainment as our brand philosophy, we cater to all the entertainment needs of our large user base that spans across categories like web series, films, live channels, news and video content across genres. We are delighted to add the Horizon Sports catalogue to our diverse range of offerings with content that is sure to drive new users to the platform.”
ATTRACT NEW USERS
Horizon Sports’ CEO & co-founder Laurence F. Hopper said, “We are delighted to be carried on MX player and be able to bring the hugely popular and growing world of endurance sports, wellness and exciting adventure videos also to India.”
ENDURANCE SPORTS TO INDIA
Ria Media MD Alex Zecha said, "I am very excited about the opportunity to help introduce the actions, emotions & well-being, which are associated with the programs of Horizon Sports, to the Indian markets and their enthusiastic viewers. MX Player is an ideal partner with which to launch these auspicious activities. The horizon never looked better!"
India Spark syndication & distribution head Khalid Khan said, “We along with our partner Ria Media are thrilled to facilitate the deal between MX Player and Horizon sports. Apart from being available in the U.S, Canada, U.K, Ireland, France, Mexico and various countries in Latin America, Horizon Sports will now be available in India as well. During these unprecedented times, the one realization that has come about globally is the importance of health and fitness. Launching Horizon Sports on MX Player is a big step in bringing the nature sports and wellness programming to the Indian viewers in hopes to inspire more people to be active in nature and achieve a healthy & active lifestyle…which is now, just on the Horizon.”
THE MX-HORIZON DEAL
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
