# VMX (streaming service)

VMX is a Philippine subscription video on demand over-the-top streaming service owned and operated by Viva Communications. It features original Filipino movies and series, as well as a variety of non-original programming. It also distributes television series and films produced by Viva. Starting as Vivamax in 2021, the service was rebranded as VMX in October 2024. It is the largest and top online streaming service in the Philippines.

## History

Prior to 2020, Viva Communications Chairman and CEO Vic del Rosario was developing what he envisioned as the country's largest Filipino streaming platform, coinciding with Viva's 39th anniversary in November 2020. Del Rosario announced that Viva would produce its own digital content, allocating at least ₱6 billion over five years with the goal of releasing fresh content weekly.
Although this was initially conceived before the pandemic, the outbreak of COVID-19 and the subsequent closure of cinemas expedited its development. Faced with a backlog of films and uncertain theatrical release opportunities, the company pivoted to digital distribution as a solution. In early 2020, Viva Films had around 17 films ready for release, but with cinemas closed, traditional film distribution was no longer viable. This led them to the decision to create Vivamax.
Despite lacking a dedicated team for streaming services, Viva quickly mobilized its existing workforce to build the platform. Del Rosario noted that while the company lacked technical expertise in streaming, they made up for it with their extensive library of content, which included over 3,000 hours of films.
VMX was officially launched on January 29, 2021, as Vivamax. It initially featured over 100 titles from Viva's extensive film library, as well as Hollywood and Asian films dubbed into Tagalog. The platform steadily expanded its catalog with new releases and original content. Despite launching during the pandemic, Vivamax produced 35 original films and series in 2021. Viva earmarked at least ₱1 billion annually for production amidst the pandemic to support industry workers and continue providing entertainment to the Filipino audience worldwide. The platform debuted with Darryl Yap’s film Paglaki Ko, Gusto Kong Maging Pornstar (When I Grow Up, I Want to be a Pornstar).

## Content

VMX offers original content dubbed as VMX Originals pivoted to more risqué, edgy and adult themes for mature audiences. Aside from its originals, the platform also offer over 2000 films and television series from Viva, and acquired titles from local and international sources.
The platform likewise featured many films from other film production companies in the Philippines like Star Cinema, GMA Pictures, MQ Studios, Regal Entertainment, Unitel Pictures, Solar Pictures, APT Entertainment, OctoArts Films, Brightlight Productions, 1017P, Reality Entertainment, The IdeaFirst Company, and Brillante Mendoza's Center Stage Productions.
Viva released a separate streaming service in January 2023 within the same app called Viva One (formerly Viva Prime) which features wholesome and family-friendly films aimed at a broader audience. In three years since its launch, Vivamax's content has vastly grown as their original titles grew to nearly 200.
In August 2024, it released Unang Tikim (First Taste) starring Angeli Khang and Robb Guinto, which is the first Vivamax original movie shown in the cinemas. It both had the R-16 and R-18 versions, which was done to cater to a wider audience.
VMX normally releases around seven original films a month, almost two a week or 80-plus a year which are mostly edgy, adult-oriented content.

### VMX Plus

VMX Plus (formerly Vivamax Plus) is the transactional video-on-demand (TVOD) service of VMX. Launched in October 2021, VMX Plus offers new movies through early access and advanced special screenings. It also offers enhanced digital classics from the Viva Films library as well as independent Filipino films, titles exclusively showcased at film festivals, and recent foreign films. This service became available worldwide in January 2022.

## Reception

VMX quickly gained a reputation as a purveyor of softcore pornography, as most of their originals featured mature, adult-themed and erotic content. In its first year, VMX gained over two million subscribers. By April 2022, the service added another million, reaching a total of three million subscribers worldwide. VMX continued to expand its subscriber base, reaching seven million subscribers by June 2023. Less than a year later, it achieved another milestone, surpassing 11 million subscribers as of May 2024. This growth exceeded Viva's initial projections for the year by a wide margin.
The service has also seen significant subscription growth in overseas markets, particularly in Indonesia, Malaysia, Singapore, Japan, India, and the UK. To cater to its Indonesian audience, VMX began incorporating Bahasa subtitles, with Indonesia alone accounting for at least one million subscribers.

### Softcore controversy

VMX's library of erotic content was criticized by Philippine senator Jinggoy Estrada who called out the streaming service for allegedly allowing younger audiences easy access to "sexy contents" with no redeeming value, amid calls for the Movie and Television Review and Classification Board (MTRCB) to expand its scope for them to enforce ratings on online streaming services.

## Rebrand and other ventures

Vivamax officially rebranded as VMX in October 2024 as the streaming service reached 12 million subscribers.
VMX launched other ventures beyond video streaming such as:
* VMX Film Festival
* Search for the Next VMX Star
* VMX Club
* Project X: VMX Fashion Show 2024, which is inspired by the Victoria's Secret fashion show and featured 12 VMX stars.

## Geographic availability

By 2024, VMX is available in 78 countries worldwide.
Aside from the Philippines, it is also available in the following countries:
| Continent | Countries |
| North America | United States, Canada, Mexico, Dominican Republic, Panama |
| Europe | Austria, Belgium, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom |
| Africa | Algeria, Egypt, Ghana, Kenya, Morocco, Niger, South Africa, Tanzania, Tunisia |
| Asia | Bahrain, India, Iraq, Israel, Jordan, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, United Arab Emirates, Kazakhstan, Cambodia, Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, Maldives, Myanmar, Nepal, Pakistan, Singapore, Sri Lanka, Taiwan, Thailand, Uzbekistan, Vietnam |
| South America | Argentina, Brazil, Colombia, Peru |
| Oceania | Australia, New Zealand, Papua New Guinea, Micronesia |
Viva has licensed a number of their VMX originals for distribution in Europe to the Busch Media Group GMBH & Co. KG. Territories covered in the deal are Germany, Austria, Switzerland, Luxembourg, Liechtenstein and Alto Adige. There are also other licensed titles in Japan, South Korea, Taiwan, and Mongolia. Select originals are also available internationally in Amazon Prime Video and other streaming services (such as Netflix and ABS-CBN's iWantTFC).