It isn’t often that a web series drops its debut season and then follows up with a second season barely two and a half months later. Then again, Aashram isn’t your average series. Its story, about a criminal godman’s exploits in a fictional Indian town, clearly struck a chord with India’s masses. In December, barely three months since it first graced video streaming platform MX Player, it crossed one billion views.
Aashram’s formula—a salacious mix of sex, violence, and crime, set in India’s hinterland—has proven a winning combination for MX Player, and one that repeats across many of its original series.
The masala in MX Player’s OTT formula
Three years ago, MX Player was just a video playback platform. Today, it has 200 million users, metrics that dwarf Netflix and Prime in India, and it is verging on entertainment super app status
MX Player wants to be an entertainment super app—catering to long- and short-form video, music, and gaming
This and its ad-based model has seen it rack up 200 million users, with average time spent on the platform dwarfing Netflix, Disney+Hotstar, and Prime Video
This streaming empire was built by catering to India’s masses, both through a well-oiled content creation machine and a substantial dose of sleaze
With its short-video sibling TakaTak also racking up 150 million monthly users, it could be poised for even greater heights