The cloud-based platform will now offer monetisation of live and on-demand video and audio content, along with e-commerce across web, mobile and TV ecosystems via a single, unified and powerful CMS.

“Imagine the power running Netflix, Spotify and Amazon all under a single unified brand and platform, users can watch movies, stream music and buy their favourite products all without having to logout, switch apps or add their payment methods again and again. Muvi brings the power of this unified approach to everyone,” said Viraj Mehta, head of international business and marketing, Muvi.

The company’s Muvi’s existing customers can upgrade to use the OTT audio streaming service at no extra cost. It can be as a separate offering under their existing brand, or as a hybrid video and audio streaming service using Muvi templates.

The audio streaming service offers features include album, track and meta-data management, auto play of next track, playlists, add to favourites, auto resume across devices, content partner portal for content syndication, and mobile apps for audio streaming.

Like its video offering, customers can instantly utilise more than 500 features out of the box, from multiple monetisation options to multi-currency billing, a multilingual website and apps to geo-blocking and VPN detection and blocking. Coupons, vouchers, analytics and reports are also available.

“With this update, we have modified the way we look at content and instead of considering it as video, audio or physical separately, we have unified it giving us the ability to take any piece of content or product and be able to place it across any platform – web, mobile or TV – in any language and monetise it in any currency and format,” said Anshuman Das, CEO, Muvi.