The latest entrant in the OTT space, MX Player stands as the largest entertainment platform in the country with over 70 million daily active users, 175 million monthly active users in India and 650 million downloads worldwide. With top grade offline video playing capabilities, an online streaming library of over 1,00,000 hours of content and audio music powered by Gaana – all on the same platform, MX Player caters to content for every season and mood. Karan Bedi, CEO, MX Player tells us more about the OTT platform
Q] So what differentiates you from the rest of the OTT platforms?
First, the scale – As you see above, our scale is well over any other platform and we offer premium original content that is available for free and not behind any pay-wall. Secondly - We just launched our 5 MX Original Series that will deliver a wide array of content from a spectrum of genres to delight every mood be it drama, comedy, satire and more, unlike most others which host specific genres. Lastly, we are an ad supported platform that hosts a huge library of over 1,00,000 hrs of licensed content from leading content creators and partner platforms such as Alt Balaji, TVF, Arre and SonyLIV amongst others.
Q] The scale you boast of is unparalled in the AVOD model. Tell us more about that…
We want consumers to come to the platform, sample our content and enjoy the Everytainment experience that we have in store for them. The app is present on every 1 out of 2 devices in India and has consistently ranked among the top 10 Android apps since 2012. In fact, it is now also the No.1 app on iOS and is available across platforms, namely -Android, iOS and Web. A phenomenal 36 Crore viewers, spread across 200+ cities in India already love us and we hold a strong loyal female viewer base of over 25 Mn which is a big plus if you’re a brand that is hoping to define and target spends for this demographic. This entertainment platform has an unduplicated reach vis-à-vis other video platforms and some big social media platforms. We are not just tier I but 2&3 as well.
Q] What is the viewer engagement MX PLAYER AIMS TO OFFER 1,00,000 HOURS OF CONTENT that you see on the app?
We have a highly engaged audience that spends about 40 min / day. In the last 5 months, we’ve witnessed a 170% increase in minutes streamed per user and a 10x growth in streaming watch time. Not just that - there is at least a minimum of 2 Million views every minute on MX Player so there is a lot of traction on the platform at any given time. With our Originals and music, we expect this to grow even further.
Q] So what the offerings you have for advertisers and who is advertising on the app currently?
We are the only platform that offers premium content at this scale. Currently, we offer both display and video ads (across ad unit formats) on both the Media Player and the Video Streaming sections. Our platform is advertiser friendly and brand safe. There lies a massive opportunity for targeted advertising which we can narrow down basis hygiene, affinity or content specific needs. The varied mix of our content library allows advertisers the choice of promoting their brand across all formats (VOD / Live / short / long) of content consumption. We also work towards brand integrations across MX Originals, Third Party Accreditation (MOAT / DAR / Kantar Brand Lift) and have an offering for Programmatic Campaigns. Over the last 2 months we have already seen a significant demand from brands across categories like - BFSI, Telecom, E-Comm, Mobile Handsets and FMCG with brands like Airtel, Godrej, Google, Hyundai, Idea, Motorola, Nerolac, Samsung, SBI, Too Yum, Uber and Visa partnering us.