The Covid-19 pandemic has resulted in a massive boost in viewership, and MX Player was ranked as the top streaming app in India by App Annie. This accelerated growth heightened MX Player’s need for infrastructure that could support the scale and availability of the app across different networks and locations.
“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 among the middle, mass, mobile, millennial audience in India is growing faster than ever before,” Vivek Jain, chief operating officer at MX Player, said. “MX Player has seen more than 7x jump in time spent on the app. Even MX TakaTak, which we recently launched, crossed 1 billion video views per day within a month from launch and has quickly become the market leading app in the short video category.”
“We have always obsessed about best-in-class video load times. 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 mega cities as well as the hinterlands,” he said.
MX Player said that it found Akamai’s world-class media delivery solution to be the right choice in order to deliver a high-quality viewing experience to their customers across different cities. The enhancement in performance and user experience was particularly pronounced in the case of MX TakaTak that has seen a rapid surge of users, with a large portion of them coming from Tier II and tier III towns.
“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. 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,” said Mitesh Jain, India Sales Head, Media & Carrier Division of Akamai.
According to RedSeer Consulting, online content consumption in India grew by 35% in April 2020 compared to January 2020. Short-form video content consumption recorded the most significant jump during the lockdown.