Molotov Launches Mango: Free Streaming with Ads

The French company Molotov, known for its television streaming platform that functions as an alternative to conventional set-top boxes, is introducing a new service. Users of Molotov currently enjoy live television, access to premium channels through subscription, the ability to view programs after their initial broadcast, and cloud-based recording capabilities. Today marks the launch of a distinct offering: Molotov’s own advertising-supported video on demand (AVOD) service.

Named Mango, the service boasts a collection of one thousand films, television series, documentaries, and programming designed for children. Molotov has established partnerships with content owners seeking additional avenues to distribute their material. These partners include Kabillion, Zylo, ACI, FIP, ZED, Ampersand, Sonar, ITV, Mediawan, Trade Media & Dynamic and Crome Films. Molotov is also presently engaged in negotiations with Sony Pictures, Endemol, Lionsgate and Wild Bunch regarding potential agreements.

According to co-founder and CEO Jean-David Blanc, “Currently, there isn’t a legitimate, complimentary cinema offering [in France].”

The outcome is a content library available for viewing at any time through the Molotov application. Mango’s content is accessible via a dedicated section within the app. Users can also discover content while navigating categories or utilizing the app’s search function.

The selection includes both lesser-known films and recognizable titles, such as “Sex Therapy” featuring Marc Ruffalo and Gwyneth Paltrow, “Suspicion” starring Morgan Freeman and Monica Bellucci, and “The Perfect Weapon” with Steven Seagal and Bruce Lee.

To manage advertising, Molotov has assembled an internal commercial team. Their objective is to secure agreements with both traditional television advertisers and content producers. The plan is to present viewers with a movie trailer (or a preview for a new show on a platform like Netflix, for example) before the start of a film. Subsequently, viewers will encounter several advertising breaks during the movie, showcasing advertisements for a variety of products.

In instances where Molotov’s own advertising inventory is insufficient, the company has collaborated with the third-party ad network FreeWheel. Advertisements will be tailored to individual user profiles and will take into account previously viewed ads. These ads are integrated directly into the server-side stream, ensuring compatibility across all platforms currently supported by Molotov, including mobile applications and connected televisions.

Should Mango prove successful in France, Molotov intends to extend its AVOD service to other nations throughout Europe in the coming years. This strategy is logical, given the complexities often involved in securing television distribution agreements.

With an existing user base of 13 million, Molotov possesses a substantial audience to launch Mango. It is plausible that the service could rapidly become the leading ad-supported streaming platform in France.