The Covid-19 pandemic has resulted in a large enhance in viewership, and MX Participant was ranked as the highest streaming app in India by App Annie. This accelerated development heightened MX Participant’s want for infrastructure that might assist the dimensions and availability of the app throughout completely different networks and places.
“Within the final couple of months, our person base has elevated exponentially. The demand to devour content material on the go and the necessity for digital leisure among the many center, mass, cell, millennial viewers in India is rising sooner than ever earlier than,” Vivek Jain, chief working officer at MX Participant, mentioned. “MX Participant has seen greater than 7x soar in time spent on the app. Even MX TakaTak, which we just lately launched, crossed 1 billion video views per day inside a month from launch and has rapidly develop into the market main app within the quick video class.”
“We’ve got all the time obsessed about best-in-class video load occasions. Akamai is a pioneer in Edge distribution and its presence significantly in Tier II and Tier III cities has helped us ship an unmatched viewing expertise for our clients throughout India’s mega cities in addition to the hinterlands,” he mentioned.
MX Participant mentioned that it discovered Akamai’s world-class media supply answer to be the fitting selection with the intention to ship a high-quality viewing expertise to their clients throughout completely different cities. The enhancement in efficiency and person expertise was significantly pronounced within the case of MX TakaTak that has seen a fast surge of customers, with a big portion of them coming from Tier II and tier III cities.
“Unprecedented demand for content material coupled with quickly evolving person behaviour poses a problem for apps attempting to make sure high-quality viewing expertise throughout a fancy community topology. We’re glad to have partnered with MX Participant to assist them scale the person base and step as much as conform with person expectations of evolving Indian customers,” mentioned Mitesh Jain, India Gross sales Head, Media & Service Division of Akamai.
In accordance with RedSeer Consulting, on-line content material consumption in India grew by 35% in April 2020 in comparison with January 2020. Brief-form video content material consumption recorded probably the most important soar through the lockdown.
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