White-label video distribution platform VHX announced Wednesday that businesses selling videos using VHX will now be able to launch their own custom-branded apps across multiple platforms, including Apple TV, iPhone, iPad, Android, and Roku. 

Previously, subscribers to video networks hosted on the VHX platform would need to download the VHX-branded app to watch content they purchased on their mobile devices. 

With the new offering, VHX says content creators can now leverage the company’s technical expertise and launch their own custom-branded apps across multiple platforms, making the user-end experience even more seamless from a brand perspective. VHX’s goal is to ensure all of its video content creators not only have direct, easy access to their subscribers, but can build a thriving business of their own.

“We’re excited to give content owners the power to launch apps on all the different devices that consumers are using to watch videos these days,” said Jamie Wilkinson, co-founder & CEO of VHX. “Creating your own apps can be a difficult and expensive process, especially if you don’t have an engineering or tech background. Our goal is to solve the technology problems so creators can focus on what they do best: making videos, building their brand and delighting their fans.”

VHX says it takes care of the entire lifecycle of the app development process and handles everything from video hosting to app store submission across every major platform.

VHX has been beta testing the new offering with sellers Black&SexyTV and Yoga with Adriene, resulting in two Apple TV apps released in November 2015. 

VHX will be showcasing the new offering throughout CES 2016 and will be located in C-Space at CES Booth #CS-17 at the Aria hotel.