MTV has launched its new ‘SVOD’ (subscription video on-demand) app in the UK. It’s called MTV Play UK, and is available for Android and for iOS devices as a free download from their respective app stores.

It’s not a music app, but rather focuses on “younger, mobile-first audiences who want to watch MTV’s youth-focussed reality content”. Think Geordie Shore, Teen Mom UK and Lindsay Lohan’s Beach Club, rather than 24-hour music videos.

The app costs £3.99 a month for access to a live stream of MTV’s main UK TV channel, as well as catch-up and ‘box-set’ content. “We know there is a segment of younger potential MTV fans who sit beyond the basic pay TV bundles,” said Arran Tindall of parent company Viacom International Media Networks. “MTV Play puts the full MTV content experience directly into the hands of young people for the first time in a way that is accessible and affordable.”

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