Mumbai: MX Player has partnered with Akamai Technologies to provide seamless digital experience to its growing user base in India.
MX Player – a streaming app last year with the onset of the pandemic witnessed massive viewership and subscribers.
In order to manage the surge and scale in digital content consumption, MX Player was required to strengthen its infrastructure. This would help MX Player to make the app available across the networks and locations.
Akamai’s media delivery solution was the suitable choice to meet MX Player’s requirement in terms of app’s availability across India along with content delivery at scale with seamless digital experience.
The enhancement in performance and user experience was quite visible in the case of MX TakaTak, a popular short video platform, that has seen a rapid surge of users, with a large portion of them coming from tier II and tier III towns.
The online content consumption in India grew by 35% in April 2020 compared to January 2020, according to Redseer report. It further stated that short-form video content consumption recorded the most significant jump during the lockdown.
“In the last couple of months, our user base has increased exponentially. The demand to consume content on the go and the need for virtual entertainment amongst the middle, mass, mobile, millennial audience in India is growing faster than ever before,” said Vivek Jain, COO – MX Player.
MX Player has seen more than 7x jump in time spent on the app. Recently launched MX TakaTak crossed 1 billion video views per day within a month.
“Akamai is a pioneer in Edge distribution and its presence particularly in tier II and tier III towns has helped us deliver an unmatched viewing experience for our customers across India’s megacities as well as the hinterlands,” added Jain.
“Unprecedented demand for content coupled with rapidly evolving user behaviour poses a challenge for apps trying to ensure high-quality viewing experience across a complex network topology,” said Mitesh Jain, India Sales Head, Media & Carrier Division – Akamai.
“We are glad to have partnered with MX Player to help them scale the user base and step up to conform with user expectations of evolving Indian consumers,” added Jain.