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SINGAPORE: U.S streaming giant Netflix<\/a> is ramping up its mobile-only subscription plans in Southeast Asia and expanding local content, senior executives told Reuters, just as arch-rival Disney<\/a> arrives in the fast-growing market.
The world's biggest video streaming platform by paid customers, Netflix told Reuters more than a million of its nearly 200 million subscribers around the world are in Southeast Asia, home to around 655 million people. But the market is ripe for rapid growth, analysts say, with the Disney+ Hotstar<\/a> launch in Indonesia next month set to become a key battleground.
\"What we see in Southeast Asia is that it's a very mobile-centric market\", Netflix director for product innovation Ajay Arora told Reuters in a recent interview. That's led the company to push cheaper mobile plans and adapt its product to fit lower-end smartphones, Arora said.
Southeast Asia is estimated to have generated $600 million in overall subscription music and video revenue in 2019, according to a study by Google, Temasek Holdings and Bain & Co - but that's set to explode to an annual $3 billion by 2025, the study said.
Starting with India in August 2019, Netflix has now launched mobile-only plans in Malaysia, Thailand, the Philippines, and Indonesia - all priced at below $5 a month. That's a departure for Netflix, which has held firm on pricing in Western markets.
Repeated coronavirus<\/a> lockdowns across Southeast Asia have also increased the appetite for content streaming at home across the region.
A Netflix spokeswoman told Reuters that the firm \"has well over 1 million subscribers in multiple Southeast Asian countries\", but declined to provide details.
Consultancy Media Partners Asia estimates that Southeast Asia video streaming service subscribers will reach 14.7 million in all by the end of 2020.
Netflix executive Arora said his firm is also working to expand its payment options in countries with low credit and debit card penetration. In markets like the Philippines, subscribers can pay for Netflix through their mobile telephone plans, or by purchasing prepaid Netflix cards at convenience stores.
The company faces competition in the region not just from Disney+, a distant, but ambitious, global no. 2 in the industry. Other regional rivals include Hong Kong video service Viu, popular for its Korean dramas, as well as Chinese tech giant Tencent<\/a>'s WeTV, which in June bought the assets of Malaysian streaming platform Iflix.
Disney+ is currently in the middle of a hiring spree across the region and is expected to launch broadly in the coming months jointly with its Indian streaming platform Hotstar. Disney's family and superhero movies have proven consistent hits in Southeast Asia.
In Indonesia, the world's fourth most populous country with 270 million people, Disney+ said last week it would start operating in September in partnership with state-owned telco Telkomsel with a catalogue that will include more than 300 local movies.
Bracing for the challenge, Netflix Southeast Asia content lead Myleeta Aga told Reuters that the firm, which announced two new original Indonesian productions earlier last Thursday, places high importance on the region and will continue to ramp up local content offerings. She said Netflix expects to start filming projects in Indonesia and Thailand soon.
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Netflix工具在东南亚迪斯尼+印度尼西亚推出集场景为流战斗
U。年代流媒体巨头Netflix正加快实施只用手机订阅计划在东南亚和扩大本地内容,高管告诉路透,正如劲敌迪斯尼到达在快速增长的市场。
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新加坡:U。年代流媒体巨头网飞公司正在加强其只用手机订阅计划在东南亚和扩大本地内容,高管告诉路透,正如主要竞争对手迪斯尼到达在快速增长的市场。
世界上最大的视频平台付费客户,Netflix向路透表示超过一百万的全球近2亿用户在东南亚,大约6.55亿人的家园。但市场快速增长的时机已经成熟,分析人士说,迪斯尼+ Hotstar在印度尼西亚推出下个月将成为一个关键的战场。
“我们看到在东南亚,这是一个非常mobile-centric市场”,Netflix主任产品创新Ajay Arora在最近的一次采访中对路透表示。领导的公司将更便宜的移动计划和调整其产品适合低端智能手机,Arora说。
东南亚估计生成订阅音乐和视频总营收6亿美元,在2019年,一项研究显示,谷歌,淡马锡控股和贝恩资本(Bain & Co)——但要爆发到2025年每年30亿美元,这项研究说。
开始与印度在2019年8月,Netflix现在已经推出了手机单一计划在马来西亚、泰国、菲律宾和印尼,售价低于5美元一个月。不同的Netflix,坚持在西方市场定价。
重复冠状病毒锁定在东南亚也增加了对整个地区的内容流在家里。
网飞公司的一位发言人向路透表示,该公司“拥有超过100万用户在多个东南亚国家”,但拒绝透露细节。
咨询公司Media Partners Asia估计东南亚视频流服务订阅者将达到1470万到2020年底。
Netflix执行长Arora说他的公司正在扩大其在较低的国家,信用卡和借记卡付款选项渗透。在菲律宾这样的市场,用户可以通过他们的移动电话支付Netflix计划,或通过购买预付费Netflix卡在便利店。
该公司在该地区面临的竞争不仅来自迪斯尼+一个遥远,但雄心勃勃,全球没有。2在该行业。其他地区的竞争对手包括香港视频服务威尼斯国际大学,流行的韩剧,以及中国科技巨头腾讯WeTV, 6月份购买的资产马来西亚Iflix流媒体平台。
迪斯尼+目前在该地区的招聘热潮,预计将在未来几个月内推出广泛与印度共同Hotstar流媒体平台。迪斯尼的家人和超级英雄电影证明了一致在东南亚。
在印度尼西亚,世界第四人口最多的国家,2.7亿人,迪士尼+上周表示,它将在9月开始操作与国有电信Telkomsel目录,因合作将包括300多名当地电影。
准备迎接挑战,Netflix东南亚内容导致Myleeta Aga对路透表示,该公司宣布了两个新的原始印尼产品上星期四早些时候,该地区高度重视并将继续加强本地内容产品。她说,Netflix预计很快开始在印度尼西亚和泰国拍摄项目。
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