Vidio Has 62 Million Users, Expand Sports Broadcasting Rights to Increase Paid Subscribers

Vidio is more confident to be a local challenger for the platform over-the-top (OTT), especially in services video on-demand (VOD). Various efforts have been made, considering that currently the potential for VOD audiences is getting bigger in Indonesia. According to results latest research by The Trade Desk and Kantar, 1 in 3 Indonesians watch OTT with a growth rate of 25% yoy.

Through its group of companies, EMTEK, Vidio will soon broadcast sporting events with significant interest, namely the World Cup and the English League, to complement the sports content that previously existed. It is considered that this will be an important step in increasing the number of users, especially paying customers. Because to access premium sports shows, users must subscribe to a special package provided.

“Vidio also continues to strive to further strengthen its position as an OTT platform 'home of sports' which always presents the best and most complete sports and entertainment shows. The video also targets exponential growth in 2022," he said Managing Director of Video Monika Rudijono to DailySocial.id.

Currently, videos of various football matches from the best world and local leagues such as: BRI Liga 1, Liga 2, Liga 3, LaLiga, UEFA Europa League, UEFA Champions League, until the peak of the World Cup Qatar 2022. Not to forget there are also sports. basketball such as the NBA and IBL, as well as tennis in the WTA (Women's Tennis Association) event, to Formula 1 racing which is taking place from March to November 2022.

Business growth statistics

Also conveyed by Monika, until the close of Q4 2021 the number of videos has increased monthly active users (MAU) reached 62 million subscribers. Among its user base, 2,3 million of them are paid users.

"Vidio closed Q1 2022 with 1,9x growth in paid subscribers compared to Q1 2021," he added.

Citing Media Partner Asia Q4 2021 report, Vidio is ranked #1 for OTT in Indonesia, based on its users' MAU and watch duration. Meanwhile, for the number of paid subscribers, Vidio is ranked #3 after Netflix and Viu.

Vidio itself has a unique position, in addition to serial content and movies like Netflix's, they also broadcast programs live – including broadcasts from local television. More relevant at the time of penetration smart TV is increasing.

Still from the research results of The Trade Desk, currently the OTT audience with smartphone still dominates, however the use of smart TV is also increasing at 29%. Even from the survey conducted, 27% of OTT users plan to buy smart New TV in the next 6 months.

Business strengthening strategy

With its content variants, Vidio does not depend entirely on the subscription business model. Because for viewers who enjoy free content, they will also be served with advertisements like on traditional television. This advertisement is also a significant source of income for OTT organizers.

This is because the preferences of OTT users in Indonesia are still very divergent. Most enjoy platforms that provide both free options with ads and paid ones.

In addition to increasing the quantity of sports content, delivered by VP Marketing Video Rezki Yanuar in an interview, the strategy that is being promoted is to produce original content. In 2021 it has started to be aggressive, there are 7 series produced and aired.

"The most significant OTT competition is content. Marketing and good products are useless without content that can meet user needs. For that we have three pillars related to content, namely live streaming, sports, and original series/films," added Rezki.

Apart from content, several business strategies have also been intensified, including cooperation with telecommunication operators. Video placed as a service add-on for customers. This is considered an effective step because it has the potential to get early adapter more.