MTV is partnering with mobile network operators, providing them with on-demand access to its extensive international content library and global music expertise through two new content streaming apps, MTV Play and MTV Trax.

The video and digital music apps will be offered to operators as part of exclusive brand licensing agreements that aim to transform operator services aimed at the sought-after millennial demographic.

With 41 per cent of 16 to 24-year olds regularly watching TV shows on mobile devices and most younger mobile users listing their smartphone as their preferred listening device for music, young users are a key target for mobile marketers.

The MTV Play service has been developed in partnership with multi-screen platform developer Vigour and is compatible with iOS, Android and Windows. It enables consumers to flick content from their smartphone to other connected screens, such as tablets or smart TVs.

The service launches on 5 March with mobile network partners in Germany, Switzerland and Romania, with subscribers to MTV Mobile-branded tariffs with these operators getting free access to more than 1,500 hours of MTV video content, while other consumers can also subscribe for €2.99 (£2.19) per month.

MTV Trax is an OTT mobile digital music service, tailored for pre-pay customers and casual music fans who dont wish to pay out for unlimited services. It offers consumers a curated music experience of the 100 hottest tracks, which are downloaded to smartphones and updated daily, enabling users to listen offline.

“MTV is one of the hottest entertainment brands in the minds of 16 to 24-year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices,” said Bob Bakish, president and CEO of Viacom International Media Networks, MTVs parent company. “Todays launch of the MTV Play and MTV Trax apps offers operators an enormous opportunity to differentiate themselves and reward consumer loyalty by offering greater value through premium branded content and services targeting young customers who arent currently subscribing to pay TV.”