MTV launches mobile SVOD MTV Play in the UK

Viacom International Media Networks (VIMN) has launched MTV’s first-ever direct-to-consumer SVOD mobile streaming app MTV Play in the UK.

MTV Play is targeted at younger, mobile-first audiences who want to watch MTV’s youth-focused reality content.

The app will include a broad array of catch-up and box set content and a live feed of the MTV UK linear TV channel for £3.99 a month, following a free 30-day trial.

Hit series such as Geordie Shore, Teen Mom UK, Lindsay Lohan’s Beach Club and The Charlotte Show will all make an appearance on the app. They will also be joined by MTV classics such as The Hills and Jersey Shore.

Initially, MTV Play is being made available through a direct subscription from the App Store and Google Play. In the future Viacom hopes to also distribute the app in partnership with telco providers.

Arran Tindall, senior VP, commercial and content distribution, at VIMN said: “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.

“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.”

Dan Fahy, VP of commercial and content distribution, added: “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.

“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 D2C.”

MTV Play is part of Viacom’s 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 direct-to-consumer SVOD kids targeted product called Noggin, which is available in the US and LatAm.