MTV targets Millennials with MusicQubed’s PLAY AS YOU GO on MTV Trax

MTV bolsters mobile content strategy with launch of international OTT apps and MNO partnerships

  •  MTV goes ‘over-the-top’ to mobile-loving Millennials with launch of MTV Play and MTV Trax in international markets
  • New generation of brand licensing agreements designed to help mobile network operators add value to their entertainment offerings and improve subscriber loyalty
  • Viacom’s industry-first MTV Play partnership with multi-screen technology innovator Vigour gives consumers power to ‘flick’ MTV video content across all screens and view seamlessly; mobile network partners already signed in Germany, Switzerland, Romania
  • MTV Trax app, launched in partnership with MusicQubed in the UK, offers ‘play-as-you-go’ digital music service tailored for pre-pay customers; set to also launch in New Zealand

LONDON, UK: 24th February 2015: MTV is to give mobile network operators on-demand access to its extensive international content library and its global music expertise through the launch of international over-the-top (OTT) apps, MTV Play and MTV Trax.

The new video and digital music apps will be offered to operators as part of exclusive brand licensing agreements, designed to transform operator services aimed at the burgeoning millennial market; the biggest consumers of OTT content and services via mobile.

More than two-fifths (41%) of 16 to 24-year-olds regularly watch TV shows on smartphone, according to recent research by MTV’s international parent company, Viacom International Media Networks (VIMN) [1]. Music streaming services are also very popular among younger mobile users – in fact mobile handsets are the preferred music listening device for 16 to 24-year-olds, while one in ten (11%) under-35s pay to stream music online.[2]

“MTV is one of the hottest entertainment brands in the minds of 16 to 24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” commented Bob Bakish, ‎President and CEO of VIMN. “Today’s launch of the MTV Play and MTV Trax apps offers operators an enormous opportunity to differentiate themselves and reward consumer loyalty by offering greater value through premium branded content and services targeting young customers who aren’t currently subscribing to pay TV.”

MTV Play: instant access to more than 1,500 hours of MTV video content – on any device

The MTV Play service has been developed in partnership with innovative multi-screen platform developer Vigour. The application, which is compatible with all common operating systems, enables consumers to ‘flick’ content from their smartphone to other connected screens, such as a tablet or smart TV, using nothing more than an internet connection.

Bakish added: “In partnership with Vigour, we’ve created an ‘industry-first’ multiscreen experience that makes our content available on any device, either through apps on all major platforms or simply through the browser. MTV Play also allows viewers to connect multiple screens to each other, making it incredibly easy to discover, control or share our content at home or on the go.”


Launching on 5th March with mobile network partners in Germany, Switzerland and Romania, subscribers to MTV Mobile branded tariffs with these operators will get free access to MTV Play, while other consumers in those countries will be able to directly access the same content for €2.99 per month or €29.99 per annum. Subscribers will get access to a library of more than 1,500 hours of MTV’s best known and most popular TV content, as well as a preview episode of new series, such as Catfish (season 4) in advance of their linear TV transmission.

For network operators looking to diversify, MTV Play allows them to move into multiplatform solutions, whilst maintaining mobile as the central hub for their services. The app, backed by Vigour’s industry-first multi-screen technology, delivers a unique proposition for operators, raising their brand profile as the network choice for the millennial demographic.

MTV Trax: listen to the hottest music curated by MTV anytime – even when you’re offline

VIMN is also launching an OTT, mobile digital music service, MTV Trax, tailored for pre-pay customers and casual music fans who may be put off by the higher price tariffs and complexity of ‘all you can eat’ streaming services. The MTV Trax app offers consumers a music experience curated by MTV, featuring 100 of the hottest music tracks downloaded to their smartphone and updated daily. Powered by the MusicQubed platform, the MTV Trax app gives consumers the ability to access tracks offline, meaning that fans can listen to music from any location.

MTV Trax is being launched as a direct-to-consumer subscription service in the UK on 3rdMarch, available through the App Store, Google Play or Windows Phone Store, following a successful trial. It is also due to launch in New Zealand, in partnership with a leading network operator.

Bakish added: “MTV Trax is a new concept in premium digital music services – a ‘play-as-you-go’ offering for casual music fans who want music on their mobile, but in an easy, flexible and low-risk way. It’s easy for the end user, because MTV’s experts curate all the music, and it’s easy for mobile network operators, allowing them to offer a premium branded entertainment product to their pre-pay customers with flexible and affordable pricing.”

For 80% of 16 to 25-year-olds, listening to music is a digital experience on mobile devices. [3]This service will not only allow carriers to deliver a service which is in-demand amongst millennials and raise average revenue per user (ARPU), but also to add value by providing access to MTV branded and curated content.


Notes to editors

VIMN will showcase the MTV Play and MTV Trax services at Mobile World Congress from 2nd – 5th March 2015. Bob Bakish will give a presentation at Mobile World Congress on Tuesday 3rdMarch from 2pm – 3:30pm CET. Bob will speak on a panel entitled ‘Content evolution for the multi form factor future’ in Hall 4 Auditorium 5. This session will explore how to future-proof content strategy and provide high quality, targeted content across a multitude of emerging form factors.

About Viacom International Media Networks

Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIAB, VIA), is  comprised of many of the world’s most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, Channel 5 in the UK, VH1, VIVA, COLORS, Spike, Game One and Tr3s: MTV, Música y Más. Viacom brands are seen globally in more than 3.2 billion households in approximately 170 territories and 40 languages via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties.  Keep up with VIMN news by visiting

About Vigour

Founded in 2012, Vigour created a disruptive white label OTT platform to change the way we use our devices to interact with digital content. Vigour Video delivers an ‘industry-first’ ‘contextual multiscreen’ user experience to content providers and operators. Vigour’s unique technology intuitively combines multiple screens, changing the roles of connected devices based on the context of the user. When a new device is added to an existing ‘standalone’ product experience, the devices automatically ‘merge’ to offer an enhanced experience, facilitating convenient content discovery, remote control and freeing up valuable screen real-estate for additional content or advertising.

About MusicQubed

Founded in 2010, MusicQubed delivers the world’s simplest, most affordable, friction-free, premium music service. Developed purely for mobile, MusicQubed combines patent pending push technology, a streamlined user experience, innovative licensing and brand partnerships to power a next generation channel for mass-market music distribution and consumption. MusicQubed is working globally with brand partners, media channels, telcos and other distribution partners to deliver the hottest, handpicked new music to music fans around the world.

Media contacts

Beth Sissons/Katie Tidmarsh

Hotwire PR

+44(0)207 608 4670

[1] VIMN Insights TV S.M.A.R.T. 2014, Globalwebindex (GWI)*, current data from 4Q2014, YAG vs 4Q2013, **smartphone users defined as mobile users who access the internet via their mobile phone. “Watching TV online” includes streaming a TV show live, or watching it through an on demand service not live.

[2] Deloitte,

[3] Viacom, MTV – I want my music report, February 2014

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