Wurl will power Xiaomi’s DTC Platform to Propel Xiaomi’s Entry into the CTV Space
Palo Alto, CA – December 16, 2021 – Xiaomi, the Chinese designer and manufacturer of electronics and one of the largest manufacturers of smartphones in the world, has selected Wurl, the world leader in powering streaming TV, as the principal content licensing agent and distribution partner for its new virtual MVPD platform. The content licensing partnership breaks new ground, creating a unique relationship between Xiaomi and Wurl by providing Wurl’s full suite of services above and beyond what any industry tech partner can offer today. Xiaomi will be using all of Wurl’s services to optimize viewership and increase success for all content companies carried on the platform, resulting in the best experience for viewers across the globe. Xiaomi will also be making use of Wurl’s white glove Scheduling Plus product, a strategic content and curation service which includes full channel schedule design. This will provide Xiaomi’s linear channels with intelligently scheduled programming created by a team of Wurl’s highly experienced specialists.
The announcement was made jointly today by Chan Liu, General Manager of International Internet Business at Xiaomi, and Sean Doherty, Jr., Chief Operating Officer and Co-Founder of Wurl.
“We are very excited to take this leap with Wurl in creating and distributing our own CTV linear services,” said Liu. “Wurl has been there every step of the way – a one-stop shop in debuting our linear streaming channels while also securing our stake in the connected TV space. We look forward to launching our platform with Wurl and are excited about making use of Wurl services.”
“Xiaomi is a leader in television sales worldwide and Wurl is excited to have them as a partner. We look forward to helping them grow with our many distribution and marketing services,” said Doherty, Jr.
Wurl will be launching channels on Xiaomi’s virtual MVPD platform, including all Xiaomi TV models by the end of 2021. The channels will initially launch in the US, India, Mexico, Brazil, France, Germany, the UK, Italy and Spain.
Xiaomi is one of the world’s leading smartphone companies. The company’s market share in terms of smartphone shipments ranked no. 2 globally in the second quarter of 2021. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 374.5 million smart devices connected to its platform (excluding smartphones and laptops) as of June 30, 2021, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2021, the company made the Fortune Global 500 list for the third time, ranking 338th, up 84 places compared to 2020.