The streaming platform grew from zero to 3 million subscribers and 38 originals in six years; the ad-supported tier became the engine of the new era.
Mavera Play, the streaming platform of Mavera Media Group, passed 3 million paying subscribers in the last quarter of 2025. Launched in 2019 as an app offering only the group's television archive, the platform now has 38 original productions, 4,200 hours of archive and six live channels, making it one of Türkiye's most-used domestic streaming services.
What drove the growth?
Three factors stand out. The first is originals available only on Mavera Play. The thriller “Kıyıdaki Işık” became the most-watched original in its first season, and 22 percent of new subscribers joined because of it. The second is the ad-supported Basic plan introduced in 2024: at TRY 99 a month, it brought price-sensitive viewers onto the platform. The third is the kids' profile: the Minik Mavera library is actively used in 41 percent of subscriber households.
Mavera Play in numbers
- 3 million paying subscribers; 6.4 million weekly active users
- 21 hours of average viewing per person per month
- A subscriber renewal rate of 87 percent
- 64 percent of viewing comes from smart TVs
- 71 percent of content is domestic production
Plans for the new era
In 2026–2027 the platform will offer four new original series, two documentary series and, for the first time, live event broadcasts. With AI-assisted subtitling and dubbing, the goal is to make content available in nine languages; an international package is also being prepared for Turkish-speaking audiences in Germany, the Netherlands and France.
The group is also taking steps on user privacy: viewing data can now only be used with a recommendation model processed on the device, and users can switch off personalization with one tap.
Management comment
Director of Digital Pelin Tuncer said: “We care less about the number of subscribers than how many homes we create a shared viewing habit in each week. Three million subscribers means an audience community of about 8.5 million people. To understand their expectations, we run 120,000 viewer surveys and 400 hours of user testing a year.”
More about Mavera Play is on the Our Brands page, and advertising options are in Advertising and Brand Partnerships.
Technology and accessibility
The platform's new interface opens in under six seconds on smart TVs. All originals offer sign language windows, subtitles and audio description for visually impaired viewers. For viewers wanting cinema-quality viewing, Dolby Atmos sound and 4K HDR picture became standard in the Premium plan. The streaming infrastructure has been scaled to handle 2 million simultaneous viewers at live events and runs redundantly across two cloud providers.
Subscription options
The Basic plan starts at TRY 99 a month, Standard at TRY 169 and Premium at TRY 249; annual payment gets two months off.