Cultural sea of ​​compulsory road

Editor’s note: This article is from the public micro-channel number ” East West Entertainment “(ID: EW-Entertainment) , author East West Entertainment.

Guide

We have not stopped tracking the Southeast Asian streaming media market. Why should we pay attention to the Southeast Asian streaming media market? In brief, there are three main points:

1) From the perspective of the user base: Asia is home to the world ’s most potential and youngest digital users, of which Southeast Asia is a big growth player in the future, and there is room for advancement and upgrade of infrastructure , Native digital users, paid and copyrighted bases are relatively good. See part one.

2) From the perspective of cultural foundation: Southeast Asian cultural circles are related to Chinese cultural circles. The cultural barriers are obviously lower than those in Europe and the United States, and there are also some foundations for integration. From the perspective of the confrontation between the east and west forces, in order to form a stable radiation of world influence, the Southeast Asian cultural circle is an established position. If this position is lost, it will not be beneficial to the overall radiation of the future.

3) From the perspective of cultural output: In addition to social media, streaming media is another important radiating platform, because streaming media has now formed a substitute for traditional television media and has become An important carrier of cultural reception (a TV series can attract more fans than a “hard-broadcast”). Around this carrier, European and American streaming media as well as local streaming media (with external capital support behind them) have formed a good role in Southeast Asia. The distribution of power and a good foundation. (See part two, part three)

In contrast, although domestic movements in Southeast Asia have gradually begun to be liberalized, they are still relatively advanced. Regardless of the future increase or the perspective of culture going overseas, domestic streaming media’s awareness of the Southeast Asian market has become stronger and stronger. The pure import and export value is limited. It must have its own position, a post station, and a fortress (see section Four parts).

Based on these three points, from the perspective of observation, we believe that whether it is out of our own development or the mission of going overseas, the investment in the Southeast Asian market has reached a necessary stage. However, compared with overseas platforms and media giants, , IQiyi, Tencent, Youku are all young, and policy support is also very important.

Structure of this article:

  1. Market overview: It is mainly user data and user payment habits, major players, etc.

  2. Leading company: Mainly some localization actions behind Netflix’s strategy

  3. Major companies: Introduction of other companies that occupy a large share (only for science popularization, you can skip it if you do n’t want to see it)

  4. Chinese companies: Iqiyi and Tencent are mainly mentioned (both are public information, just take a look, you can click on the previous association studies)

    Overview of Southeast Asian streaming market

    1. Number of users: Digital population status in Southeast Asia

    According to the latest research report on global digital Internet use in 2019, including Southeast Asia, according to the research and investigation agency WeAreSocial , the total population of Southeast Asia is 625 million, of which the digital population reaches 400 million and the Internet penetration rate is 65 %, Social media penetration rate: 63%, the digital market size is almost comparable to China, EU, and North American markets.

    Taking Singapore as an example, with the continuous increase in the number of connected devices and platforms, the Internet usage continues to increase. Consumers use 85.4% of the Internet each day, 86.8% each month, and people aged 15-44. Almost every month (99.1%), people over 45 years old have also increased their monthly Internet usage.

    Another analysis predicts that by 2025, the scale of the digital economy will increase by more than six times, and the market size will reach US $ 200 billion. Overall, several reports have shown that in the digital economy in the next few years, Southeast Asia will continue to grow.

    Back to the perspective of streaming media, the growing digital population in Southeast Asia is obviously beneficialThe sustainable development of digital business has brought more consumers to the streaming media market.

    In the past few years, Southeast Asia ’s booming digital economy has attracted players from global streaming platforms to gather here. According to local media estimates in Southeast Asia, by 2021, Southeast Asia ’s streaming market revenue will be close to 200 million The US dollar, with Internet access and the popularity of mobile devices, the numbers will only increase. ( Asia: video subscribers and The gap between traditional TV channels continues to narrow )

    Why Southeast Asia is a position that Chinese streaming media must go deep into?

    2. Market size: SVOD subscription volume and revenue

    According to a previous report published by Dataxis , SVOD subscribers in Southeast Asia will continue to rise from 2017 to 2022. It is expected that SVOD subscribers will increase to 6.2 million in 2022, and mobile subscribers are expected to increase by 2022. Increased to 60%. Meanwhile, Southeast Asia ’s SVOD market revenue is expected to reach $ 390 million.

    The three largest SVOD markets in Southeast Asia are: Malaysia, Indonesia, and Singapore. SVOD subscribers in these three countries accounted for 27%, 17%, and 16% of total subscribers in Southeast Asia, respectively. SVOD revenue accounted for 26%, 13%, and 26% of total regional revenue, respectively.

    Why Southeast Asia is a position that Chinese streaming media must go deep into?

    3. Market characteristics: users’ tendency to pay and advertising attitudes

    Payment: According to the 2020 report published by Asia Video Industry Association , in Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam and other countries , Expired members often choose to renew, non-member users are more cautious, because this group is more price sensitive. In order to effectively target three types of users (regular members, expired members, non-members), OTT service providers need to carry out three different marketing activities instead of a one-size-fits-all marketing strategy.

    Ads: Also according to the 2020 report released by the Asian Video Industry Association, Users have the highest tolerance for 0 to 3 ads . When OTT streaming services were first launched in Asia, OTT service providers expected no ads. However, in the long run, the benefits of subscribing to Video on Demand (SVOD) alone may not support the development of the platform. OTT users can understand the trade-offs between watching free content online and advertisers using advertising as part of the value exchange. Therefore, OTT service providers should try different price plans and provide users with the flexibility to choose between ad-free and ad-packaged packages.

    4. Market concentration: streaming media platform and market distribution

    Why Southeast Asia is a position that Chinese streaming media must go deep in?

    In the Southeast Asia region, according to multiple reports, the top six streaming platforms are Netflix, inflix, Viu, Hooq, Tonton VIP, and Amazon, which account for more than 80% of subscriber subscriptions. Among the more prominent is Netflix, with an estimated share of 30%, Inflix at around 20%, and Viu at 10%.

    From the data point of view, Netflix is ​​definitely the leader in the streaming media market in Southeast Asia, but local players in Southeast Asia have also performed well, of which inflix is ​​the most prominent.

    Since 2018, inflix has continued to achieve user scale expansion at a level higher than the average market growth rate. According to public information in 2018, inflix hopes to gain 100 million users in the next three years. Iflix currently has nearly 700,000 usersPaying monthly, about 800-900 million users buy iflix premium through some kind of token bundle. People in Southeast Asia watch Iflix two to three times a week for about 45 minutes to 2.5 hours a day. Iflix is ​​also seen as the opponent most likely to surpass Netflix.

    Head company: Netflix localization and tiered price increase

    The layout of Netflix in Asia has been observed in detail before, which is briefly explained here.

    Netflix has gradually entered the Asian market since 2016. In addition to the challenges from overseas players such as Amazon, as mentioned above, the most pressure on Netflix is ​​inflix. Compared with Netflix, inflix’s outstanding features are colorful localized content and lower pricing.

    Among them, the advantage of localized content is the most prominent. Inflix co-founder Mark Britt once said that inflix pays great attention to the production of local content to counter international streaming platforms such as Netflix and Disney.

    Netflix has also gradually realized that providing local users with truly localized content is a key factor in gaining a leading position in the current streaming competition. Therefore, since last year, it has actively adjusted its strategy to provide localized support in terms of management structure and content investment. ( Research: Netflix: Asian Tactics | East West BIG )

    In the second half of 2019, Netflix reshuffled its management team in Southeast Asia. The main purpose is to better use local languages ​​to produce better video content to attract more subscribers.

    On November 25, 2019, Reed Hastings, CEO of Netflix, also stated in his speech at the ASEAN-ROK Commemorative Summit that he needed to work more flexibly with local producers. At the same time, in order to ensure a wider audience for production content, Netflix currently offers 30 languages ​​for subtitles and dubbing, and will continue to increase in the future.

    Netflix has been challenged in Southeast Asia, and its pricing. However, Netflix does not intend to abandon the original pricing basis, but instead uses a grading strategy and raises prices based on a tiered pricing system.

    In general, Netflix will provide basic, standard and advanced services. According to the known arrangements, starting from January 9, 2020, Netflix will increase its monthly package fees in Malaysia and Singapore.

    Why is Southeast Asia a position that Chinese streaming media must go deep into?

    Leigh Wong, Southeast Asia’s head of Netflix, said that this is the first price increase since Netflix entered Singapore in January 2016. He said that these increased fees will be used to produce more exciting content and technical improvements. p>

    Actually, the adjustment is mainly due to the laws passed by the Malaysian and Singaporean governments, which have expanded their tax bases through the success of popular foreign Internet services. The formulation of the above laws has followed Japan, Australia and India. Similar government initiatives, according to foreign media information, neighboring countries such as Indonesia, Thailand and the Philippines are currently considering similar laws.

    Since Netflix has not completed the licensing procedures for hosting subscription-based online services in Vietnam; the content available for streaming on the platform has not been edited and translated in accordance with Vietnamese law; Netflix has not fulfilled its financial responsibility to the Vietnamese government, and Netflix will Removed from some Vietnamese smart TVs.

    Main companies: iflix, HOOQ, Viu

    In addition to industry leader Netflix, there are several major players in the Southeast Asian streaming market, including iflix, HOOQ and Viu.

    1. Iflix- or at the potential IPO stage

    Iflix was established in 2014, with its global headquarters in Kuala Lumpur, Malaysia. It currently provides services in 13 countries in Asia, including Malaysia, Indonesia, the Philippines, and Thailand. According to the data in March 2019, iflix’s service users have exceeded 25 million. iflix is ​​an ad-free viewing mode. The user’s monthly subscription fee is about $ 3, which is paid to the operator, who then pays to iflix.

    At present, inflix has completed 8 financings for a total of $ 348 million. According to public information and reports, on July 22, 2019, iflix finalized a new round of “far more than 50 million US dollars” investment (pre-IPO round) in order to promote the company to realize a potential IPO. This round was led by global asset management company Fidelity International. The round also invited a number of top Asian media companies including Indonesian multinational MNC, Japan Yoshimoto Kogyo and South Korea JTBC.

    In 2020, iflix announced a partnership with TikTok to launch TikTok content on its platform. In 2020Q1, iflix will also cooperate with Migo to promote the Indonesian market and provide premium quality video services for 200 million people in the underdeveloped areas of Indonesia. According to official news, cooperation with Migo can help iflix develop 60% of Indonesian users.

    Why Southeast Asia is a position that Chinese streaming media must go in?

    Localization is the advantage of iflix, and it is also a strategy to focus on. CEO Mark Britt said that iflix currently cooperates with more than 600 local film studios to provide users with localized content. The movies currently playing on iflix have been translated into 22 local languages. Of Iflix’s 600-person team, 400 people work on subtitling localized languages ​​for movies.

    2.Viu-free OTT

    Viu is a free OTT platform video website for Hong Kong, Singapore, Malaysia, Indonesia and India markets, which belongs to the Hong Kong PCCW Media Limited. It was launched on October 26, 2015.

    The Viu brand has two platforms, distinguished by yellow and blue colors. Yellow is an OTT platform. It mainly follows Asian dramas (China, Japan, Korea, and Taiwan). It will be available in the original subtitles within eight hours (subtitles include Traditional Chinese, Simplified Chinese, English, Thai, Malay, and Filipino). Blue is the Hong Kong Cantonese TV channel ViuTV and the English language channel ViuTVsix.

    Viu focuses on Asian entertainment shows and starts producing Viu Originals starring local celebrities. The content and background are closely related to the Southeast Asian market itself.

    3. HOOQ-Philippines home

    HOOQ was established in 2015. It was formed by Singtel (Singapore’s largest telecommunications company), Sony Pictures Entertainment, and Warner Bros., and is headquartered in Singapore. HOOQ was first launched in the Philippines and later expanded to Thailand, India, Indonesia, Singapore and other places. HOOQ is the most popular OTT platform in the Philippines.

    In terms of charges, users can choose to pay monthly or weekly, which are about $ 3.7 and $ 1.4 respectively. There are three payment methods: credit card, voucher or operator billing.

    With the support of Sony Pictures and Warner Bros., HOOQ has launched a fierce competition with Netflix in Southeast Asia, and has increased investment in local original content by supporting a series of localized methods such as supporting young film production talents in the region.

    Jennife Barty, Chief Content Officer, HOOQ(r Batty) said: “In the past three years, local content in Southeast Asia has increased significantly compared to the same period last year. From January 2019 to September 2019 alone, more than 51% of the total playing time is Southeast Asian content. .

    Jennifer Barty also said that the consumer habits of users in Southeast Asia have prompted HOOQ to continue to establish strong partnerships with the largest movie studios, production companies, screenwriters and directors in order to bring the best local content to customers. , Hollywood movies, TV shows and short films.

    HOOQ currently has operations in the Philippines, Singapore, Thailand, India and Indonesia. When not yet launched in Indonesia, Indonesia has a population of 265 million and is a key market for HOOQ’s future development.

    Why Southeast Asia is a position that Chinese streaming media must go deep into?

    Chinese companies: iQiyi, Tencent

    On February 3, 2019, iQiyi cooperated with Thailand’s well-known telecommunications operator AIS and China Unicom International Co., Ltd. (“China Unicom International (CUG)”) to complete the iQiqi Quick Broadcast. Landing of business in Thailand. On November 6, 2019, iQiyi officially announced its latest move into the international market, launched the international application iQIYI App, and reached a strategic cooperation with Astro, a high-impact media brand in Malaysia. (Relevant in the past:

    In the same year, Tencent also launched a video streaming service WeTV in Thailand to expand the Southeast Asian market. This is also the first time Tencent has launched the service in an overseas market.

    According to People’s Daily, On January 13, 2019, Tencent Video International Edition WeTV and Thailand’s CH3 TV channel (abbreviation: Thailand 3) operator announced a strategic cooperation , 2020 will provide users with high-quality Thai TV drama content through their respective Internet audiovisual platforms.

    Analytics commented that many regional streaming companies in Asia will enter a rational phase in the next two years. For Chinese companies, although iQiyi or Tencent did not talk about corporate acquisitions in Asia, With sufficient capital reserves, once it matures, it may expand, which may give Chinese video giants the opportunity to go hand in hand with global platforms Netflix, Amazon and Disney +.

    Note: This article is a summary of the data compiled by foreign media and agencies based on the reports of foreign media and agencies.

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