Understanding the growing preferences of the discerning viewer – MX Player has curated one of India’s largest catalogues of foreign dubbed content for its wide user base.
Dubbed in local Indian languages, this is a category that MX Player is sharply focusing on and offers viewers a varied palette of entertainment choices that includes – American, Spanish and Latin American, Turkish, Korean, Russian and Ukrainian libraries, all available to binge watch for free. Internal research indicates an equal interest between male and female users towards long-format international content, with audiences of the age 18–24 years showing a higher preference for this content category, followed by the 25-34 years age segment.
Viewers from more than 130 towns across India watch international content. These users are big on binge behaviour with high stickiness. There also exists a clear virality element within the user base that watches high engagement content such as this. The core user base is actively involved in searching for international content outside the app as well. Almost 50% of the international viewers discover international content on social media or because it was recommended by a friend.
MX Player has inked a deal with Televisa to bring viewers Spanish titles like ‘My Husband’s Family’, ‘Italian Bride’, ‘Along Came Love’. In an effort to be relevant to the Indian viewer, MX Player also localizes the name of the show as well. These will go live on the platform soon.
The brand has signed a deal with SBS Content Hub, a leading national South Korean television and radio network for 10+ new shows and are in active conversation with other prominent players in this category.
Mansi Shrivastav, senior vice president and head – content acquisition, MX Player, said, “The strategy is to identify universal content that has an appeal amongst Indian audiences when offered to them in a language that is relevant to them. Long running family dramas, love stories and romantic comedies are genres that perform extremely well on the platform; it has brought alive our vision to penetrate through newer audiences by breaking down cultural/ language barriers and offering them fresh content from around the world.”
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