Mumbai: Studies show Indian millennials and Gen-Z consume video content far more than any other form of digital content on a daily basis and MX Player’s short-format video app – MX Takatak was launched to cater to this ever-growing segment of digital enthusiasts.
The platform has witnessed tremendous growth, setting a new benchmark with its daily video views, growing from 0 to 1 billion+ only within a month of its existence and is home to the largest number of 1Mn+ digital influencers, who have chosen MX Takatak as their preferred platform of choice. Their community just got bigger with the addition of star Indian rapper and singer Badshah, who has also decided to join the MX Takatak family.
The ‘party anthem’ singer, as termed by his fans, Badshah has delivered several chart busters over the years and is lauded for his lyrics, slow rap and performing with Bollywood’s biggest celebrities.
Badshah said about this association: “Music and video are two very important aspects of what I do to bring a complete experience to the audience. My fans have always been top priority for me and MX Tatatak, I feel, allows me to directly reach out and interact with them even in the most remote corners of India. With all of us having limited movement/travel and with so much happening around the world, this is the best time to engage with fans by creating some fun, snackable content. I am looking forward to my short format video journey with MX Takatak”.
MX Player CEO Karan Bedi said: “We are proud and happy to welcome Badshah to the MX family. MX Takatak aims to provide the budding influencer talent pool a world class platform to showcase their art. And, who better than Badshah to inspire them to scale new heights like he has – he’s innovative, creative and is an icon of pop culture in India today, which makes him the perfect fit to inspire our millions of content creators on MX Takatak as well as engage with his fans on our huge user base.”
‘MX TakaTak’ offers a wide variety of short-form content and creation tools like a well-organised and exhaustive background music library, advanced beautification tools, new and innovative effects/filters, sound mixing, and voice over recording and much more to its digital superstars. Currently, it hosts digital influencers such as Gima Ashi, Ashika Bhatia, Rugees, Manjull Khattar, Khusi Punjaban, Mridul Madhlok and Ayush Yadav amongst others.
Offering viewers high-quality, digital-first content, MX Player has emerged Numero Uno as the Breakout Video Streaming App of 2019 in India and ranks 7 in the Top Video Streaming Apps By Time Spent, worldwide according to App Annie’s report titled ‘State of the Mobile 2020’. With over 200 million Monthly Active Users (MAUs) in India – it is the largest entertainment platform in the country, present on one out of every two smartphones. Defining “everytainment” for viewers with entertainment that suits every mood, it currently operates on an ad-supported model and is a free-to-use app for premium content.
MX Player integrates its offline video playing capabilities with a wide library of over 150,000 hours of premium content across 10 languages, including a critically acclaimed slate of MX originals, movies, web series, TV shows, news, audio music and games. From the stable of Times Internet (the digital venture of Times of India, India’s largest media and entertainment group), MX Player has consistently ranked amongst the top 10 Android apps since 2012 and is available across Android, iOS, Web, Amazon Fire TV Stick, Android TV and OnePlus TV.