MX PLAYER SOLUTION
As one of the first few Indian OTT platforms to adopt H.265 advanced video compression standards, MX had a competitive advantage worth exploiting. Their ability to reduce file size by 50% without sacrificing quality meant they could expand into markets outside of Tier 1 cities. They use per-segment bitrate algorithm for compression, where one video is divided into multiple segments and these segments are given bitrates based on their complexity.
Once MX began running on Limelight’s private delivery backbone, they were able to deliver a broadcast-quality viewing experience in Tier 2 and 3 cities as well, where net connectivity is less than optimal. This opened up a lucrative new market opportunity for MX.
MX PLAYER PERFORMANCE
Limelight was put to the test almost immediately when more than 900 million Indian citizens voted in the world’s largest election. MX was able to provide a seamless and broadcast-quality experience to millions of viewers watching the Lok Sabha Elections in 2019. At its peak, traffic was flowing at 10X the normal volume during the election, with Limelight handling the spikes in traffic with no issues.
MX continued its trajectory by launching a wide range of original programming on the platform in 2019. One program in particular, “Queen”, has seen exceptionally high viewership, with the total number of minutes consumed running 8X higher than the top-rated TV show in India. Limelight was integral to ensuring a broadcast-quality experience for viewers, in spite of the high demand that might have taxed lesser providers.
MX PLAYER PARTNERSHIP
MX continues to rely on Limelight as it expands in to new markets, including the US, Canada, Australia, New Zealand, Bangladesh & Nepal. Future engagements in SSAI (ad insertion), storage and Edge Compute are on the horizon as well.