MTV makes global first with UK direct-to-consumer SVOD launch | VOD | News | Rapid TV News
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2019’s status as the year of direct-to-consumer continues as Viacom International Media Networks has announced MTV’s first ever DTC SVOD mobile streaming app, MTV Play.

MTV Play 4Feb2019Initially available only in the UK, the new product is said to mark a global first in providing a full MTV long-form content experience in a standalone subscription app.

MTV Play is targeted at younger, mobile-first audiences who want to watch MTV’s youth-focussed reality content. It will feature catch-up and boxset content, including episodes of hit series such as Geordie Shore, Teen Mom UK, Lindsay Lohan’s Beach Club and The Charlotte Show, as well as back catalogue favourites including The Hills, The Valleys and Jersey Shore. It will also feature short-form digital original series including Show Us Ur Phone, What the Yuck and MTV Meets.

The app will include an array of catch-up and box set content and a live feed of the MTV UK linear TV channel for Although MTV Play is initially being made available through a direct subscription from the App Store or Google Play, £3.99 a month, following a free 30-day trial, it is intended that the app will also be distributed in partnership with telco providers in the future.

“Our major distribution partners such as Sky, Virgin Media and BT do an excellent job of bringing MTV to younger audiences across the UK, but we know there is a segment of younger potential MTV fans who sit beyond the basic pay-TV bundles,” said Arran Tindall, SVP, commercial and content distribution, VIMN commenting on the launch. “MTV Play puts the full MTV content experience directly into the hands of young people for the first time in a way that is accessible and affordable.”

MTV Play is part of Viacom’s growing portfolio of mobile products, which globally includes a suite of brand affiliated ‘Play Plex’ mobile apps featuring long form and short-form content that distribution partners can offer on an authenticated basis to existing subscribers. Viacom also has a DTC SVOD kids targeted product called Noggin, which is available in the US and Latin America.

“MTV’s reality and music content continues to resonate incredibly strongly with young audiences in the UK and we believe there’s a further appetite for an app like this,” added Dan Fahy, VP, commercial and content distribution, VIMN UKNEE. “We’re speaking with telco providers and other platforms about how they can make MTV Play available to their subscribers, which will form an important part of our distribution strategy alongside DTC.”