GoPlay and the Challenges That Overshadow It

GoPlay's latest series title, Gossip Girl Indonesia, received enough public attention. The names of the characters in the series turned out to be considered less common in the ears of the general public.

But it's not Gossip Girl Indonesia that will be discussed in this article, but strategy and the future GoPlay as a platform video on-demand (VOD). Gossip Girl Indonesia is the umpteenth original content from GoPlay after launching recently Saiyo Sakato and Tunnels.

However, GoPlay doesn't seem to make much difference in their strategy from other VOD players, which is to produce as many collections of original content as possible. In fact, this tactic has become a necessity for service actors video streaming anywhere.

"As a VOD platform made by the nation's children, we have the ambition to collect the largest catalog for Indonesian films and series. For this reason, we will continue to focus on original and exclusive content on the GoPlay platform to be able to offer different and unique offers for users. Gojek," said the CEO of GoPlay, Edy Sulistyo, in a written statement to DailySocial.

The original GoPlay content being released continues to grow, albeit slowly. In addition to those previously mentioned, other titles such as The Show's Boy Says, Coffee Philosophy The Series, Haha Club and Her name is also mother-in-law already graced the catalog of GoPlay shows.

Edy said that his party is also preparing two new shows in the near future, namely reality show title Not an Ordinary Family, Ramadan special series So Ngaji, some other titles that they can not convey.

It's not just about the amount of content

Boosting the production of original content has become an unwritten obligation for VOD service players. But paying attention to this alone will not be enough to make them win the competition.

First of all is the price aspect. If you compare with other players, the GoPlay subscription fee is still more expensive. The cheapest cost per month on iFlix is ​​Rp. 39.000, Viu is Rp. 30.000, Hooq is Rp. 69.000, while GoPlay is Rp. 89.000 per month. While Netflix, which is a service, video on demand The most popular set the cheapest IDR 49.000 per month for special cell phone services.

This is not a simple problem considering the behavior of the Indonesian people is still relatively price sensitive. Moreover, the content offered by GoPlay is not much different from Hooq, iFlix, and Viu which concentrate on local and Asian content.

The second obstacle that can be a stumbling block for GoPlay is limited viewing access on mobile phones only. For the record, the content of all the previously mentioned GoPlay competitors can be accessed on other devices in addition to the mobile screen. This may be able to hold back GoPlay's growth rate in its early days. Edy promised that his party would launch new innovations to improve the viewing experience of their customers.

"There are currently several new features that are in our development this year to improve the viewing experience even better, and we will inform you more," he added.

GoPlay Opportunity

GoPlay is not without solutions. In terms of subscription fees, at least they have a short-term solution, namely to create cross-promotions between services. Like now, for example, they combine a two-week GoPlay subscription package with a GoFood voucher worth IDR 360.000 which can be redeemed for IDR 49.000.

As we all know, GoFood is one of the strongest service of a total of 20 services on the platform Gojek. This cross-promotion can also be GoPlay's preferred technique to simply entice consumers to try out their collection of shows.

Another ammunition owned by GoPlay is their network of resources in the film industry which is quite capable. GoPlay, under the GoStudio banner, has played a role in several leading Indonesian film productions. Aruna & His Tongue, Kulari to the Beach, 27 Steps of May, are examples of their involvement.

Big names in the film industry have also partnered with GoPlay to strengthen their content lineup. Nia Dinata, Gina S. Noer, Angga Dwimas Sasongko, Ifa Ifansyah, are names that are proof that GoPlay has a reliable network of filmmakers to win over viewers.

"We can also say that in just the past two months, the number of users access GoPlay has increased more than thirteen times exponentially and continues to grow according to plan proudly," concluded Edy confidently.