A social TV app that moves with you
MTV’s Under The Thumb is positioned as an interactive platform that changes how Europe’s digital teenagers watch and share entertainment across devices.
One product, three viewing modes
When you’re out and about, MTV shows can be streamed on demand on your phone.
When you’re at home, the app turns into a remote control by pairing with a browser on a PC, laptop, or connected TV, so you can drive playback on a bigger screen from your phone.
When you’re feeling social, it syncs viewing with friends so you can watch the same show and chat together in real time, even when you are in different places.
In European youth entertainment, the second screen is where attention, conversation, and control converge.
Why the mechanism is the message
The “platform” claim only holds if the app earns repeat use in different contexts. Under The Thumb does that by bundling three habits into one interface: portable streaming, at-home viewer control, and co-viewing chat. That combination turns a media brand into something closer to a routine than a channel.
Standalone takeaway: Under The Thumb combines on-the-go streaming, at-home second-screen control, and real-time co-viewing chat in one app, so the same service stays useful across the day.
Launch momentum, before the ads even land
The app is unveiled at the Mobile World Congress in Barcelona. In the launch window, it is described as spreading fast among tech and TV audiences, with download velocity reported as strong even before MTV’s supporting advertising campaign fully kicks in.
For more visit www.mtvunderthethumb.com.
A few fast answers before you act
What is MTV Under The Thumb?
It is a social TV app for MTV that combines on-demand mobile streaming, second-screen remote control for larger displays, and co-viewing with chat.
How does the dual-screen remote feature work?
The phone pairs with a browser on a PC, laptop, or connected TV. Your phone then controls playback on the bigger screen while the service continues to run through the app experience.
What does “co-viewing” mean in this context?
Co-viewing means friends watch the same content at the same time while chatting in-app, with viewing synchronized so the conversation matches the moment on screen.
Why is this a smart move for a youth entertainment brand?
It follows real behavior. People watch in short bursts on mobile, shift to bigger screens at home, and want to talk while they watch. The app is designed to keep MTV present across all three situations.
What should product teams copy from this model?
Design for context switching. Make the same service valuable in multiple moments of the day, and give users clear viewer control plus a lightweight social layer that does not interrupt playback.