With the accessibility of low-cost mobile phone viewers like the Samsung Gear VR, 360-degree video content is on the rise, using the “in the round” format to immerse viewers into their experiences. So it make sense that Samsung would partner to introduce the Milk VR mobile app on Google Play, capable of displaying full 360-degree videos with Gear VR headsets. But those that haven’t picked up a VR viewer won’t be left out. They’ll be able to use the app with their Galaxy smartphone as a portal.
“The Samsung Milk VR mobile app allows you to discover, search, download, and play 360 video content on your Samsung phone anytime and anywhere,” the description reads.
There are some videos that require Gear VR because they have touch pad controls, but for the most part, the library is accessible across a number of devices, promising bold new video viewing experiences.
Several partners are already on board with the program, including Mountain Dew, the NBA, 20th Century Fox, WWE and Skybound Entertainment. A Samsung spokesperson confirmed that the library of videos has already reached more than 700, with expansion likely to continue into the thousands by year’s end.
“The new companion app virtually eliminates the download waiting period when ‘in goggles’, allowing content to be downloaded in advance,” said a Samsung spokesperson, speaking with Variety about the convenience of having video on demand.
This is a big move for Samsung, as the company already faces fierce competition from the likes of Facebook, which is already ramping up its own division of 360-degree compatible videos. Even Google is expected to be a heavy competitor in the field, with its promotion of the low-tech Cardboard viewers using YouTube 360 videos.
The only catch is that the app will only work with newer Galaxy phones like the S7 and S7 Edge, and not older models or competing Android devices. Expect Samsung to continue its push into the format over the course of the year.
