Viacom International Media Networks’ (VIMN) leading youth brand MTV announced the launch of a new MTV Play mobile app in the Netherlands and Belgium.
MTV Play is part of Viacom’s suite of mobile applications for its core brands, giving audiences on-the-go access to a VOD content library and market-by-market brand exclusives.
Milan – 8 May, 2017 – Viacom International Media Networks’ (VIMN) leading youth brand MTV announced the launch of a new MTV Play mobile app in the Netherlands and Belgium. MTV Play is part of Viacom’s suite of mobile applications for its core brands, giving audiences on-the-go access to a VOD content library and market-by-market brand exclusives. This marks the first Play Plex launch for the MTV brand in Europe. Additionally, on May 8th MTV will exclusively debut a full episode of the second season of the hit series, Ex on the Beach: Double Dutch, on MTV Play, 6 days ahead of its linear premiere.
We have had great success with our Play Plex apps around the cluster,’ said Raffaele Annecchino, President and MD of VIMN Southern and Western Europe, Africa and Middle East, ‘Our Nickelodeon Play app is already active and embraced by fans around the world including in the Middle East through our partnership with OSN, and in Portugal thanks to NOS. I look forward to continuing to working with more distributors to demonstrate the value of the Play Plex apps platform and expand our multiplatform offering, especially for this generation of digitally native audiences.’
In the BENELUX, the launch is augmented by the addition of an app-exclusive full episode from the second season of the country’s hit new reality Ex On The Beach: Double Dutch, featuring cast members from the previous season giving tips and warnings to the newcomers. Users can also catchup on the entire first season of the popular Dutch show, and access a range of additional MTV content including international shows.
MTV Play is currently available for free on iOS and Android in the BENELUX region. Ex on the Beach: Double Dutch will air on MTV on May 14th at 22.00 hrs CET with new episodes weekly on channel #20 (KPN) and #23 (Ziggo).
Hols, Senior Vice President and General Manager of Viacom Benelux says, “The launch of MTV Play fits in with Viacom Benelux’s strategy to bring our brands and shows to our fans wherever they are present. Television is still our most important platform, but it’s no longer the only way fans come into contact with our content. At MTV, we see that catch-up through the website and in collaboration with providers is very popular, so it’s a great opportunity to launch MTV Play now. “
Play has met with success in other VIMN markets. The 2016 launch in Latin America in conjunction with the premiere of MTV Super Shore drove the app to the #1 Free App in Mexico just 24 hours after the program premiered. MTV Play went on to generate more than 3 million streams in a matter of days and surpassed 5 million downloads in its first six months. The premiere of MTV Super Shore ranked #1 in its timeslot among all Pay TV channels in Mexico among the 12-24 and 18-24 demographics 1. The first episode also outperformed the linear premieres of both Acapulco Shore Season 1 and Season 2 by +448% and +205% respectively2 with the 18-24 demo, supported by the awareness and consumption on the app. The MTV Play app has continued to resonate with viewers, generating 159 million streams since its launch.
Launched in 2015, Viacom’s Play Plex suite of mobile VOD apps work across IOS and Android systems. The apps can feature live streams of Viacom’s branded TV channels and a library of VOD content at a time and place of users’ choosing through their pay TV subscription or other subscription package. There have been more than 20M global downloads of PlayPlex apps to date and over 390M streams.