The enhancement in user experience was particularly pronounced in the case of MX TakaTak, a popular short video platform that has seen a rapid surge of users MX Player has partnered with Akamai Technologies, the intelligent edge platform for securing and delivering digital experiences, to provide its increasing user base in India with seamless digital experience. Earlier in the year, the onset of the pandemic saw the platform witness not just a massive boost in viewership, but also new subscribers, and a newer audience. This accelerated growth heightened MX Player’s need for infrastructure that could support the scale and availability of the app across different networks and locations. MX Player found Akamai’s world-class media delivery solution to be the right choice in order to deliver a high-quality viewing experience to their customers across different cities. The enhancement in performance and user experience was particularly pronounced in the case of MX TakaTak, a popular short video platform that has seen a rapid surge of users, with a large portion of them coming from tier II and tier III towns. According to Redseer, the online content consumption in India grew by 35% in April 2020 compared to January 2020. It further stated that short-form video content consumption recorded the most significant jump during the lockdown.