MUMBAI: Within a few months of its launch, the newest OTT player of India MXPlayer has gained high traction. It witnesses over 1.2 million new installs every day while it is already installed on over 600 million devices globally. Moreover, it is also present in over half of all Indian smartphones.

“MXPlayer is the most ambitious bet we’ve ever made. After investing over $150 million to acquire a majority stake, we pivoted the business. For the uninitiated, MXPlayer is the world’s largest local video playback app, used primarily to play the video files people keep on their phones,” Times Internet vice chairman Satyam Gajwani said.

Times Internet relaunched the video playback app as a streaming video platform in February , backed with over 100,000 hours of premium content from partners like Sony and TVF. Along with that, MX Player also relased Hey Prabhu, Aafat, I'mmature and Love Ok Please at the time of launch. While the shows have gained critical acclaim, they have been consumed by tens of millions of users.

Earlier in an interaction with Indiantelevision.com MX Player chief content officer Gautam Talwar said that the three Hindi shows Hey Prabhu, Aafat, Im Mature drove traffic in users. He also said that it got a huge spike in the female participation of the platform, specifically because of Aafat. Even regional shows were gaining viewers.