iWorld

MX Player’s super-app format offers advertisers a well-rounded opportunity: Karan Bedi

The platform has seen 150 new brands coming in post lockdown.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/11/25/kari.jpg?itok=H5uUiLl2

KOLKATA: Indian audiences have acquired a taste for premium originals offered by the over-the-top (OTT) platforms in recent times, and their appetite has only grown stronger in the wake of the Covid 2019 crisis. Exploiting the huge opportunity, MX Player has witnessed 5X increase in engagement during this period, thanks to its library of originals. The user and engagement growth has translated into monetisation, with at least 150 new brands coming to the platform, MX Player CEO Karan Bedi said.

Bedi is pleased with the platform’s performance this year across all metrics. But he mentioned that when Covid2019 swept the country initially, high anxiety was prevalent in the market. However, stakeholders soon saw the silver lining in terms of users and engagement, with the platform registering significant uptick on the revenue front within a few weeks, overcoming the concern of decline in ad-spend.

“We have had a lot of retention of users. Along with high growth, users stuck with us because of the content we were putting out. We had a very large set of users returning to watch more and more content. Initial concern was users may come and go away but that has not played out with MX Player,” Bedi shared.

Read more news on MX Player

Bedi noted that the pandemic has brought about an unprecedented acceptance of OTT services. Viewers are now experimenting with previously unexplored genres and languages, especially with online content that has become the new mainstream. MX Player majorly caters to audiences in the 18–24 age bracket, followed by the 25-34 years group, with a sharp focus on tier-2 and tier-3 markets going beyond the metros.

MX Player has added new features to the platform in recent times including music streaming and casual gaming. Bedi highlighted that they have always maintained MX player is not only a video OTT platform, but it also aims to address the different needs of users – more precisely, all entertainment needs. Hence, the experiment around new features has yielded positive results in terms of engagement and revenue, he claimed.

It’s also worth pointing out that MX Player forayed into the short video space within a week after TikTok was banned. MX TakaTak was built entirely from scratch in the space of one week. While two-three smaller players tried to bridge the huge void, Bedi claimed that MX TakaTak had the highest growth owing to its scale, content, and technology.

“Our super-app format promises all forms of entertainment to the user and allows us to offer our advertisers a well-rounded opportunity to suit their marketing goals - including impact, reach and engagement. We have been successfully catering to categories like FMCGs, F&B, mobile handsets, gaming, e-commerce, SMB, social media and service apps, auto and BFSI,” Bedi stated.

“To give you an example, one of our most seamless branded content solutions was with Smule on our flagship music reality series - Times of Music. On the live streaming front, we’ve had associations with Blenders Pride Fashion Week, Oneplus TV + 8T launches. We’ve hosted content for brands like Skoda and Oppo, among others, and for gaming sponsorship, we had Duracell. We’re also looking at scaling monetisation for our recently launched short format video platform - MX TakaTak,” he added.

MX Player has a unique positioning in the market, being the only platform with premium originals not locked behind a paywall, which could be lucrative to many brands. Bedi is quite pleased with the AVod business model that MX Player is based on as it has scaled up courtesy of its swelling user base; he has no intention to abandon it for the subscription. He pointed out that the key factors behind a successful AVoD service are scale and technology.

Additionally, the platform is deepening its library in regional languages. It is now seeing a lot of action happening in other regional markets like Punjabi, Bhojpuri, Bengali along with the core ones like Tamil, Telugu, Punjabi and Marathi. It is also making its presence stronger on the international stage, with a higher focus on the Middle East market.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/24/chaitanya_divan.jpg?itok=5PQlXvVN
Amazon launches Prime Video Channels in India; names Chaitanya Divan as head

Mumbai: Amazon has taken a giant leap transforming into a super app aggregator as it announced the launch of Prime Video Channels in India. Starting 24 September, Prime members will have the option to watch global and local binge-worthy content including shows, movies, reality TV, and documentaries...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/23/photogrid_plus_1632394782121.jpg?itok=9EKpEtu1
Reliance Jio added 6.5 million mobile subscribers in July: Trai

Mumbai: Reliance Jio added 6.5 million mobile subscribers in July, according to the latest data shared by the Telecom Regulatory Authority of India (Trai). Airtel added 1.9 million mobile subscribers and Vodafone Idea lost 1.4 million subscribers, the telecom regulator said. BSNL lost 1.01 million...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/netflix.jpg?itok=mKieWC1Y
Netflix acquires Roald Dahl Story Company

Netflix has acquired the Roald Dahl Story Company (RDSC) in what is believed to be one of its largest deals recently.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/photogrid_plus_1632317494675.jpg?itok=05D7gjQV
Government names K Rajaram as new telecom secretary

Mumbai: The central government has appointed K Rajaram as the new telecom secretary, according to a report by Economic Times. Rajaram is a Tamil Nadu cadre 1989-batch Indian Administrative Service (IAS) officer, currently working as an additional secretary in the Department of Economic Affairs (DEA...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/22/photogrid_plus_1632290529556.jpg?itok=H_1Bev4I
Zee5 Global onboards Yogin Vora as associate director, digital marketing

Mumbai: Streaming service platform Zee5 Global has brought on board Yogin Vora as associate director - digital marketing. Vora joins from HDFC Life, where he worked as senior marketing manager - digital marketing for more than three years. A management graduate from the University of Mumbai, Vora...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/21/slice.jpg?itok=v9CgTpPO
slice targets Gen Z with its new campaign on Disney+ Hotstar

In a move to capture the cricket momentum to build reach among millennials and Gen Z, credit card challenger brand slice has launched its first ad film on Disney+ Hotstar.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/21/photogrid_plus_1632227106544.jpg?itok=ME_KhVxk
I&B minister Anurag Thakur meets Netflix chief Reed Hastings

Mumbai: Minister of information and broadcasting Anurag Thakur met with Netflix co-founder and chief executive officer Reed Hastings for a discussion on Tuesday. Thakur presented Hastings with a copy of the holy book Bhagvad Gita during the meeting.  The minister shared photos of the meeting via...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/21/photogrid_plus_1632208370114.jpg?itok=4XiDl8uU
Zee Theatre, Nine Rasa team up to showcase ‘Pashmina’

Mumbai: Zee Theatre has collaborated with performing arts-focused OTT platform Nine Rasa to showcase Manish Chaudhary and Anamika Tiwari starrer "Pashmina". Tata Sky Theatre will air the play on 26 September at 2 p.m and 8 p.m. "This collaboration between Zee Theatre and Nine Rãsã is an attempt to...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/20/photogrid_plus_1632136168667.jpg?itok=nqqcLGZ5
Trell acquires Womaniya as 'strategic fit'

Mumbai: Homegrown social commerce platform Trell on Monday announced that it has acquired Womaniya, a community that empowers women to be self-aware on wellness and self-care.  The integration of Trell and Womaniya is aimed at providing a more comprehensive solution to improving efficiencies and...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required