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VMX (streaming service)

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VMX
FormerlyVivamax (2021–2024)
Type of site
OTT streaming platform
Available inFilipino, English
Headquarters
Pasig City
,
Philippines
Country of originPhilippines
OwnerViva Communications, Inc.
Key people
Industry
Products
Services
  • Film production
  • film distribution
  • television production
  • television distribution
URLvivamax.net
AdvertisingYes
RegistrationRequired
UsersIncrease 12 million (as of October 2024)[1]
Launched
  • January 29, 2021; 3 years ago (2021-01-29) (as Vivamax)
  • October 10, 2024; 2 months ago (2024-10-10) (as VMX)
Current statusActive

VMX is a Philippine subscription video on demand over-the-top streaming service owned and operated by Viva Communications. It features original Filipino movies and series, as well as a variety of non-original programming. It also distributes television series and films produced by Viva. Starting as Vivamax in 2021, the service was rebranded as VMX in October 2024. It is the largest and top online streaming service in the Philippines.[2]

History

[edit]
First logo, until October 2024

Prior to 2020, Viva Communications Chairman and CEO Vic del Rosario was quietly developing what he envisioned as the country's largest Filipino streaming platform, coinciding with Viva's 39th anniversary in November 2020. Del Rosario announced that Viva would produce its own digital content, allocating at least ₱6 billion over five years with the goal of releasing fresh content weekly.[3][4]

Although this was initially conceived before the pandemic, the outbreak of COVID-19 and the subsequent closure of cinemas expedited its development. Faced with a backlog of films and uncertain theatrical release opportunities, the company pivoted to digital distribution as a solution. In early 2020, Viva Films had around 17 films ready for release, but with cinemas closed, traditional film distribution was no longer viable. This led them to the decision to create Vivamax.

Despite lacking a dedicated team for streaming services, Viva quickly mobilized its existing workforce to build the platform. COO and President Vincent del Rosario noted that while the company lacked technical expertise in streaming, they made up for it with their extensive library of content, which included over 3,000 hours of films.[5]

VMX was officially launched on January 29, 2021, as Vivamax. It initially featured over 100 titles from Viva's extensive film library, as well as Tagalized Hollywood and Asian films. The platform steadily expanded its catalog with new releases and original content.[6] Despite launching during the pandemic, Vivamax produced 35 original films and series in 2021. Viva earmarked at least ₱1 billion annually for production amidst the pandemic to support industry workers and continue providing entertainment to the Filipino audience worldwide. The platform debuted with Darryl Yap’s film Paglaki Ko, Gusto Kong Maging Pornstar (When I Grow Up, I Want to be a Pornstar).

Content

[edit]

VMX offers original content dubbed as VMX Originals pivoted to more risqué, edgy and adult themes for mature audiences. Aside from its originals, the platform also offer over 2000 films and television series from Viva, and acquired titles from local and international sources.[7]

The platform likewise featured many films from other film production companies in the Philippines like Star Cinema, GMA Pictures, MQ Studios, Regal Entertainment, Unitel Pictures, Solar Pictures, APT Entertainment, OctoArts Films, Brightlight Productions, 1017P, Reality Entertainment, The IdeaFirst Company, and Brillante Mendoza's Center Stage Productions.

Viva released a separate streaming service in January 2023 within the same app called Viva One (formerly Viva Prime) which features wholesome and family-friendly films aimed at a broader audience.[8] In three years since its launch, Vivamax's content has vastly grown as their original titles grew to nearly 200.

In August 2024, it released Unang Tikim (First Taste) starring Angeli Khang and Robb Guinto, which is the first Vivamax original movie shown in the cinemas. It both had the R-16 and R-18 versions, which was done to cater to a wider audience.[9]

VMX normally releases around seven original films a month, almost two a week or 80-plus a year which are mostly edgy, adult-oriented content.

VMX Plus

[edit]

VMX Plus (formerly Vivamax Plus) is the transactional video-on-demand (TVOD) service of VMX. Launched in October 2021, VMX Plus offers new movies through early access and advanced special screenings. It also offers enhanced digital classics from the Viva Films library as well as independent Filipino films, titles exclusively showcased at film festivals, and recent foreign films.[10] This service became available worldwide in January 2022.

Reception

[edit]

VMX quickly gained a reputation as a purveyor of softcore pornography,[11] as most of their originals featured mature, adult-themed and erotic content.[12] In its first year, VMX gained over two million subscribers.[13] By April 2022, the service added another million, reaching a total of three million subscribers worldwide.[14] VMX continued to expand its subscriber base, reaching seven million subscribers by June 2023. Less than a year later, it achieved another milestone, surpassing 11 million subscribers as of May 2024. This growth exceeded Viva's initial projections for the year by a wide margin.

The service has also seen significant subscription growth in overseas markets, particularly in Indonesia, Malaysia, Singapore, Japan, India, and the UK. To cater to its Indonesian audience, VMX began incorporating Bahasa subtitles, with Indonesia alone accounting for at least one million subscribers.[15]

Softcore controversy

[edit]

VMX's library of erotic content was criticized by Philippine senator Jinggoy Estrada who called out the streaming service for allegedly allowing younger audiences easy access to "sexy contents" with no redeeming value, amid calls for the Movie and Television Review and Classification Board (MTRCB) to expand its scope for them to enforce ratings on online streaming services.[11][16]

Rebrand and other ventures

[edit]

Vivamax officially rebranded as VMX in October 2024 as the streaming service reached a significant milestone of 12 million subscribers.

VMX launched other ventures beyond video streaming such as:

  • VMX Film Festival
  • Search for the Next VMX Star
  • VMX Club
  • Project X: VMX Fashion Show 2024, which is inspired by the Victoria's Secret fashion show and featured 12 VMX stars.[17]

Geographic availability

[edit]

By 2024, VMX is available in 78 countries worldwide.

Aside from the Philippines, it is also available in the following countries:[18]

Continent Countries
North America United States, Canada, Mexico, Dominican Republic, Panama
Europe Austria, Belgium, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom
Africa Algeria, Egypt, Ghana, Kenya, Morocco, Niger, South Africa, Tanzania, Tunisia
Asia Bahrain, India, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, United Arab Emirates, Kazakhstan, Cambodia, Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, Maldives, Myanmar, Nepal, Pakistan, Singapore, Sri Lanka, Taiwan, Thailand, Uzbekistan, Vietnam
South America Argentina, Brazil, Colombia, Peru
Oceania Australia, New Zealand, Papua New Guinea, Micronesia

Viva has licensed a number of their VMX originals for distribution in Europe to the Busch Media Group GMBH & Co. KG. Territories covered in the deal are Germany, Austria, Switzerland, Luxembourg, Liechtenstein and Alto Adige.[7] There are also other licensed titles in Japan, South Korea, Taiwan, and Mongolia. Select originals are also available internationally in Amazon Prime Video and other streaming services (such as Netflix and ABS-CBN's iWantTFC).[2]

References

[edit]
  1. ^ "Vivamax rebrands, unveils cinematic ventures to celebrate 12M subscribers". The Manila Times. October 16, 2024.
  2. ^ a b "From Vivamax to VMX: 12 pasabog ng No. 1 Filipino streaming site". PEP. October 11, 2024.
  3. ^ "Viva to the Max". Philstar. September 17, 2020. Retrieved September 17, 2022.
  4. ^ "Viva to launch VIVAMAX, the country's biggest Filipino streaming platform" (in English and Filipino). September 17, 2020.
  5. ^ "What led VIVA to create two streaming platforms Vivamax and Viva Prime" (in English and Filipino). February 3, 2023.
  6. ^ "Vivamax earmarks P1B for online content". September 21, 2021.
  7. ^ a b "Vivamax goes German". Tribune. July 4, 2024.
  8. ^ "Viva targets 10 million Vivamax subscribers, launches another streaming platform". Philstar. June 6, 2023.
  9. ^ "Vivamax hits 11 million subscribers, sees overseas growth". June 1, 2024.
  10. ^ "Vivavmax hits 2.5M subs". Sunstar. February 10, 2022.
  11. ^ a b Cruz, RG (December 17, 2024). "Jinggoy hits VMX for alleged pornography, exploitation of performers". ABS-CBN News. Retrieved December 17, 2024.
  12. ^ Garcia, Nick (March 17, 2023). "Is Vivamax a porn platform? Here's what the company president has to say". The Philippine Star. Retrieved December 9, 2023.
  13. ^ "Vivamax gears up to produce more content for the global Pinoy". January 12, 2022.
  14. ^ "Vivamax, the vision of Boss Vic del Rosario of Viva, was created to provide content for the new digital audience and to create jobs amidst the pandemic". May 16, 2022.
  15. ^ "Vivamax hits 11 million subscribers, sees overseas growth". June 1, 2024.
  16. ^ "Gabriela solon: Ban films on violence vs. women, not K-dramas". GMA News. October 19, 2022.
  17. ^ "Vivamax is now VMX". October 13, 2024.
  18. ^ "VMX Help". VMX. Retrieved October 16, 2024.
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