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MTV Play app launches in UK

The brand goes direct-to-consumer for the first time

Viacom has launched SVoD app MTV Play in the UK, marking the first time the music/reality brand has gone direct-to-consumer.

The app (which costs £3.99 a month) targets young, mobile-first audiences, featuring catch-up and box set content along with a live feed of the MTV UK linear channel.

Viacom International Media Networks senior VP, commercial and content distribution, Arran Tindall 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.”