Turning Amazon MX Player’s homepage into a growth surface
How homepage merchandising, audience targeting, creative cadence and cross-viewership were treated as a connected growth system rather than isolated content placements.
Streamer DAU increased 173% between August 2023 and March 2024. Hours from existing streamers increased 89%, and cross-viewership increased 180%.
A homepage is not a shelf. It is a portfolio of decisions about what the customer should see, understand and watch next.
This case is written to show the problem, reasoning, operating choices and measurement logic behind the work. The objective is to make the decisions visible, not turn one outcome into a generic success story.
What was actually stuck?
Amazon MX Player needed the Gateway experience to do more than display content. Every placement had to compete for attention while helping different audience cohorts discover something worth watching.
What did the evidence suggest?
The constraint was not simply a lack of content. It was the efficiency of the decision surface: which content appeared where, for whom, with what creative, and how quickly the system learned from performance.
From diagnosis to intervention.
Managed the Gateway as a structured set of surfaces including Hero, xBiz, grids, mATF and below-the-fold placements.
Used CTR, streamer DAU, hours, minutes per customer, minutes per 1K impressions and streamers per 1K impressions as connected signals.
Established a regular creative refresh cadence and used P0 reporting to prioritise changes.
Used Prime Video partnership inventory, display, midrolls, quad cards, category cards and mobile carousel cards to support discovery.
Focused on cross-viewership so growth did not depend only on acquiring new streamers.
What should move if the strategy is working?
What changed?
+173% streamer DAU from August 2023 to March 2024.
+89% hours from existing streamers.
+180% cross-viewership.
Principles, not playbooks.
Growth often comes from improving the decision surface for existing users, not only buying more users.
A placement metric becomes useful when connected to a customer outcome.