The Power of Original Content and Sports Support Video Growth

PT Vidio Dot Com (Vidio) was originally created as a video sharing site that established since 2014. This site is managed by PT Kreatif Media Karya (KMK), a subsidiary of PT Elang Mahkota Teknologi (Emtek Group). Over time, Vidio is now transformed into a platform over the top (OTT) which has been able to survive in the midst of intense competition for similar platforms over the past few years.

The pandemic has strengthened Vidio's position as a local platform that offers original content and their flagship program, namely sports. To DailySocial, Chief Product Officer (CPO) of Vidio Hadikusuma Wahab revealed Emtek's strategy and support for Vidio.

Group's flagship digital service

For Emtek, Vidio is a digital superior product that is driven to complement audienceship portfolio---from TV, portal, to OTT platform as one end-to-end audience reach in the Indonesian market.

"Roadmap The current video focuses on what users need, starting from content journey better for diverse content exploration, personalization of more relevant content, to business expansion partnerships so that users can access videos more cheaply and easily," said Hadikusuma.

In particular, Vidio divides their content between TV, sports and audiences entertainment -- who like movies, both local like originalseries, to Asian and overseas content. Sports and Entertainment are currently claimed to be growing rapidly in accordance with the public's interest.

"We also see how the local power of content, both in Sports and Entertainment, is getting more lively. The viewers of League 1, League 2, and (later League 3), along with the audience originalseries local Video continues to show positive improvements that strengthen the position of local content as the king of content in Indonesia."

Some time ago Vidio has launched a new innovation in OTT that can increase interaction with or among users, by launching the Fantasy Team feature. Users can arrange teams from League 1 and League 2 clubs and compete according to real game statistics.

The exclusive partnership with Wattpad also provides a distinct advantage for the company. Next year Vidio plans to double the number of titles originalseries to be launched. This is claimed to be the largest ever in Indonesia.

"Original content is still relatively new and we have to continue to produce more titles. Currently, Vidio is arguably the most aggressive OTT in producing original content and using data to understand the audience. user. [..] We plan to be even more aggressive by creating more local content and also buying foreign content, ok sports and non-sports interesting for users in Indonesia," said Hadikusuma.

Drive paid subscriber growth

Apart from subscribing, Vidio also provides free content with advertisements. Nevertheless, they continue to educate the public to enjoy content through OTT so that in the future it can be converted into paid subscribers.

In 2021, Vidio recorded an increase in the number of paid subscribers more than 2 times compared to the end of last year. Until now, Vidio already has more than 1,5 million paid subscribers.

"Vidio is committed to continuing to educate the Indonesian people to appreciate premium content by presenting a very affordable paid package, 19 thousand Rupiah per week and 29 thousand Rupiah per month, with content that can reach all family members," said Hadikusuma.

During the pandemic Video notes increasing number of customers the good one. Growth in terms of revenue in Q1 2020 increased by 3-4 times compared to the previous year period. The exponential traffic spike occurred around April 2020. At that time, Vidio made free viewing to facilitate changes in consumer behavior in the first PSBB phase.