“Video On-Demand” Platform Landscape in Indonesia

Observing the last 3-4 weeks, in the list of the 50 most popular apps on Google Play for the Entertainment category in the "top free" and "top grossing" always dated multiple platforms video on-demand (VOD), for example Viu, WeTV, iQIYI, Video, Netflix, iflix, HBO Go, Amazon Prime Video, and GoPlay. The ranking is quite volatile up and down, although some platforms are quiet in the top ten positions.

Apart from that ranking, there are actually other platforms that also sell similar services, such as Catchplay, Mola TV, KlikFilm, UseeTV Go, and others. In this category Google mixes several types of applications including live streaming video and other entertainment services.

At the same time, there were several business shocks in the landscape that impacted two previously quite popular players. The causes are relatively the same, regarding financial issues within the company.

If Hooq finally chooses to resign, iflix will still try to take a deep breath hand over ownership of the company to Chinese giant Tencent. Tencent itself is also a supporter of a platform similar to WeTV - which is starting to become popular in the Indonesian market.

The competitive landscape is now becoming increasingly interesting. First, GoPlay recently posted a book independent funding to boost service penetration and improve the quality of original content. Meanwhile, Netflix managed to reach an agreement so that it was no longer blocked by the largest operator in the country, Telkom Group.

Service coverage

The Indonesian market is currently surrounded by many VOD services. If we look at market coverage, these players can be mapped into three categories: local players, regional players and global players. Most of each is supported by large companies that intend to touch the Over The Top (OTT) market share.

Vidio, for example, is operated by a subsidiary of the EMTEK corporate group which is involved in the world of entertainment media. There is also Viu, a subsidiary of PCCW Limited as the largest telecommunications operator in Hong Kong. iQIYi, a VOD platform from China initiated by internet giant Baidu; and so forth.

The platform's coverage has a lot of influence on the content that is the main presentation. Initiated by a local company, many local services focus on presenting local films and series. As GoPlay did when it debuted, they adapted the series Gossip Girl from the United States in an Indonesian version and flavored with local stories. Meanwhile, RCTI+ presents broadcasts live streaming and on-demand from programs broadcast on the TV station belonging to the MNC group.

WeTV and iQIYi come from companies from China, so the film and series content presented is mostly programs released by local production houses. Meanwhile, Viu, which from the start was focused on regional markets, is trying to embrace the market by accommodating various Asian drama series - presenting popular content produced in several countries such as South Korea, Japan, India etc.

For global players that can be accessed in Indonesia, for example Netflix, HBO Go and Amazon Prime Video, they mostly present content from Hollywood. However, in order to provide variety to users, each application actually also provides other content options - for example Viu which still presents local films, although in very limited quantities.

Diversification of services

At a time when payment systems, device compatibility, and service costs are becoming more uniform, a market share adoption strategy that VOD companies can always optimize is through content. Judging from this aspect, some players try to excel in several areas. For example, Netflix and Amazon Prime Video, they try to excel by presenting original content that can only be watched on their applications.

Meanwhile, other services, such as iflix, Catchplay, WeTV, mostly re-air films or series that have previously been shown, on television or cinema screens. Other applications such as Mivo, RCTI+ try to provide a new experience of watching TV from the device mobile devices. While apps like Mola and Bein Connect excel because of their exclusive content to certain shows.

Some players choose to be in the middle, such as Vidio, HBO Go and Genflix – their content coverage encompasses several aspects at once. MAXStream also has a unique position, because it acts more as an aggregator of content from other platforms.

This content strategy has worked well for several types of applications. In the previous article, we summarized that Viu, Netflix, and Vidio are superior as the best-selling paid application, because it answers people's needs for relevant shows.

If viewers want to watch Asian dramas, such as Korean series, then so far the answer is Viu. Viewers want to watch Hollywood series, so Netflix is ​​the choice. Meanwhile, for those who want to watch a variety of (old) Indonesian films and television shows, Vidio can accompany them on their devices.