Viacom Takes MTV Direct to Consumers with MTV Play App in the U.K.

Variety | 2/4/2019 | Stewart Clarke
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Viacom is going direct-to-consumer, launching an MTV Play app in the U.K. It marks the first time Viacom, one of the big beasts of the pay-TV world, has taken one of its flagship brands straight to fans in this way outside of kids TV, where it has a Noggin app in the U.S. and Lat-Am.

The MTV Play SVOD service will be £3.99 ($5.21) a month after a 30-day free trial. It will offer a lineup of MTV unscripted shows including “Geordie Shore,” “Teen Mom U.K,” and “Lindsay Lohan’s Beach Club.” There will also be a feed of the linear MTV channel and access to older MTV shows including “The Hills” and “Jersey Shore.”

MTV - Play - SVOD - Market - UK

MTV Play joins an increasingly competitive SVOD market in the U.K. NBCUniversal also has a reality show-based app called Hayu, which started out in the U.K. and is being rolled out internationally.

“Our major distribution partners such as Sky, Virgin Media and BT do an excellent...
(Excerpt) Read more at: Variety
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