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OTT shifts to local & premium Asian content

The second edition of the MPA Asia Online Video Program Tracker highlights a number of key trends, including: 

1. A shift towards local/regional content. The focus of major online video platforms has moved to local and regional content. While Hollywood content dominates the majority of the library, investment in local/regional content (Bahasa, Chinese, Indian, Japanese and Korean) has substantially increased. In Indonesia, for instance, ~80% of Hooq & ~50% of Iflix content is already local/Asian.

2. Current content has become crucial for success. In last 12 months, the percentage of current content (releases from 2016/2017) has significantly increased over library content. For example, ~10% of Netflix’s movie library comprise releases from 2016/2017, and another ~45% are releases from 2011-2015.

3. Option to download content has become imperative. Download for offline viewing has become a priority for SEA markets as mobile remains expensive. Almost all pan-regional online video platforms have enabled download options. However, the download feature is restricted to select titles only. 

4. Focus on subtitling. With the exception of Netflix (offers all content with English subtitles), other pan regional players are still working towards offering 100% content with English subtitles. ~20% of total titles on Iflix do not have English.

For inquiries relating to this viewpoint, contact MPA analysts Aravind Venugopal (aravind@media-partners-asia.com) and Anurag Gaur (anurag@media-partners-asia.com).

 

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