News - 24/02/2015

MTV Play and MTV Trax apps launching next month

MTV Play and MTV Trax apps launching next month

MTV is working hard on updating its image and providing better access to its content in a bid to re-capture a younger demographic whose reference points have become YouTube and Vevo. One of its tactics is to target mobile users specifically by rolling out two interesting apps, one dedicated to video content and the other to music.

MTV Trax is a music streaming app that allows fans to access ‘the hottest handpicked new music delivered to your mobile’. The app features some of the biggest hits of the moment and allows users to listen to them offline as well, which is a big plus for teenagers who may have access to Wi-fi at home but restricted data plans on their mobile. 

MTV Trax launched in November 2014 in the UK and has been free so far but MTV will re-introduce it as paid-for subscription from the 3rd of March (via The Next Web). 

In Germany, Switzerland and Romania instead MTV is experimenting with a new way of delivering its video content with the app MTV Play. This will launch on the 5th of March and will provide users with access to over 1.5k hours of content. 

This app will be accessible for free to MTV Mobile customers (who knew there was an MTV Mobile plan hey?), otherwise it will cost €2.99 per month. 

The big question mark for MTV is obviously whether users will see enough value in these apps to start paying money to subscribe given that the alternatives are free and ad-supported.

 

(Andrea Leonelli)

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