Video Aims for 30 Million Monthly Active Users, Intensify Addition of Content

Streaming video app video targeting 30 million monthly active users (monthly active users / WANT) throughout the year. Addition of premium-based content and cooperation with telecommunication operators are priorities in order to attract new users.

"We're pretty sure this year we can break through the 30 million mark because we've already touched it milestone at the Asian Games at 25 million [MAU]. The download of the application does go up and down, but when we start expanding to new content, we are sure that it will penetrate," said CEO Vidio Sutanto Hartono, Friday (22/3).

Based on the data presented by Sutanto, Vidio content has been watched for more than 2,1 billion times with a total duration of 12,5 billion minutes over the past year.

SAt the 2018 Asian Games, the application was downloaded 60 times on average every day.

"User we are all organic, nothing is paid. This year we want to start increasing cooperation with telcos [telecommunication operators] -ed]."

Deputy CEO of Vidio Hermawan Sutanto added that the sports content on Vidio is quite complete compared to other streaming video players. From 21 views free to air channel, the majority are sports shows.

"We can get first place for sports broadcasts because last year there were many eventand usually this is exclusive. We can grow with 20 million MAU organically without any cooperation without any telco [operators]," said Hermawan.

Vidio has three types of services that users can choose from. First, there are 21 local tv channels free-to-air which can be accessed for free by users. Videos also make TV programs live in a manner en casa to complete the category.

Second, video on demand (VOD) contains content from soap operas, films and movies series, news, sports, entertainment, music and more. Throughout September 2018-February 2019, the most watched content was soap operas (26,7%), films and series (17,9%), news (10,9%), sports (10,5%), and entertainment ( 9,6%).

Lastly is the subscription content (named Premiere Video) which contains international broadcasts, be it sports, liveTV, series, and movies. This service was only released on November 3, 2018. Hermawan still doesn't want to reveal the current achievements of Vidio Premier.

In order to start a monetization strategy, this year Vidio started investing quite a lot to produce original serial content. This is the result of collaboration with two production houses, namely Sinemart and Screen Play Films.

In addition to producing original content, Hermawan said that Vidio is in the process of cooperating with all telecommunications operators to bundling with data packets. It is hoped that this strategy will attract more paying users at once.

Currently, the subscription fee to enjoy all content on Vidio is priced from Rp. 30 to Rp. 50 per month, or Rp. 10 per day.

"The challenge for OTT is to form the habit of subscribing every time you enjoy content, which doesn't exist yet. In developed countries, this habit has begun to form because OTT players ultimately serve content that provides value. We deliberately target the content of this series to target people who want to watch it but with a shorter duration."