How a pandemic-era pivot created a streaming giant with 12 million subscribers
In short: When cinemas closed during the COVID-19 pandemic, Viva Communications faced a crisis: a backlog of films and no way to show them. Their solution was a radical shift to digital distribution that transformed a content library into one of the Philippines' largest streaming powerhouses.
The transition to VMX was born of necessity. Before 2020, chairman Vic del Rosario envisioned a massive Filipino content service, but the pandemic accelerated this plan. With 17 completed films sitting in a backlog and traditional theatrical releases impossible, the company pivoted to create Vivamax in early 2020. Despite lacking a dedicated technical team for streaming, the company leveraged an existing library of over 3,000 hours of content to launch the platform on January 29, 2021.
The platform's growth was explosive, fueled by a strategy of high-volume production. Viva committed at least ₱6 billion over five years to digital content, allocating ₱1 billion annually during the pandemic to support industry workers. The service quickly became known for its 'VMX Originals'—edgy, adult-themed content for mature audiences. With a monthly output of roughly seven unique movies (almost two weekly), the platform gained 7 million members during June 2023, exceeded 11 million by May 2024, and ultimately secured 12 million users in October 2024.
Beyond its primary focus on erotic content, VMX has diversified into a multi-layered ecosystem. It launched Viva One for family-friendly films and VMX Plus for transactional video-on-demand (TVOD). International reach for the platform now spans 78 nations, where Indonesia contributes a minimum of one million of those subscribers. While the service has faced regulatory scrutiny regarding access to 'sexy content' for younger audiences, it has also moved toward institutional recognition by launching the CineSilip film festival in 2025 to highlight bold and unconventional Filipino cinema.
Today, VMX is no longer just a streaming app; it is a content exporter. It has licensed originals to European distributors and partnered with global platforms like Netflix and Amazon Prime Video. By rebranding to VMX in October 2024, the company signaled its evolution from a pandemic survival tactic into a dominant, multi-national media entity.
Opens the Intellect+ feed with this card first. Swipe up for the next one.
Sources
- Summary by Intellect · source: VMX (streaming service)
To cite this card, link to https://intellectplus.co.uk/app/wars-vmx-streaming-service.
How we source, check and correct cards: Editorial standards.
General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.
Intellect Plus is a visual educational discovery platform for exploring fascinating facts and ideas. Brain Food, Not Brain Rot. What is Intellect Plus?
Related
More in UK & Ireland: wars · More in Wars & Conflicts · Latest · A–Z · All topics
