Feature


Published: 04 Mar 2021

The arrival of foreign platforms, such as Netflix and Disney+ has made the competition heat up. The platform managers are now also starting to produce original content that involves domestic filmmakers, to screen local films. This means that having original content is now a necessity, no longer a differentiating factor.

According to research conducted by digital marketing consultants TradeDesk and Kantar (thetradedesk.com), the total viewing time spent by all video on demand (VOD) service customers in Indonesia reaches 3 billion hours per month. The number of subscribers is estimated at 66 million people, with 43% of them saying they will continue to subscribe even though the pandemic is over.

Although Indonesia has the highest number of subscribers in Southeast Asia, the research states that the penetration rate of the VOD platform in Indonesia is only 24%. This means that the room for growth is still wide open. It is not surprising then that foreign VOD platform managers, such as Netflix, Disney +, HBO Go, and Amazon Prime, decide to enter Indonesia. Lionsgate Play also stated that it will be present in Indonesia, that mentioned in dailysocial.id.

Both GoPlay and Vidio both stated that their business was growing during 2020. Rezki Yanuar, Chief Marketing Officer Vidio, stated that his company had an average of 60 million monthly active users (MAU) in 2020. This figure is claimed to have increased 150% from the year previous. Referring to the research of Media Partners Asia (MPA), Vidio is estimated to have 1.1 million paid subscribers by 2020.

 

Source:
id.techinasia.com

 

Meanwhile, CEO GoPlay Edy Sulistyo, stated that the streaming time on his service has increased tenfold compared to 2019. He is reluctant to mention the current number of subscribers. In addition to focusing on the realm of live events, GoPlay also collaborates with several record labels, as well as event organizers to hold virtual concerts or music festivals. The company also conducts a film review involving the director or actors in it, so that customers can interact directly with content creators. GoPlay has added interactive features to make interactions more diverse, both among viewers and between viewers and content creators. Some of these features include chat features, sending virtual gifts, to giving tips (id.techinasia.com).

Disney + managed to outperform players who were already present in Indonesia that has 2.5 million paid customers in the country, the most among other platforms. Such as Viu with 1.5 million subscribers, Vidio with 1.1 million subscribers, and Netflix with 850,000 subscribers. These four platforms contribute around 85% of the total 7 million VOD paid subscribers in Indonesia.

Regarding the success of Disney+ in garnering a large number of subscribers within three months, there are two factors. First, Disney + directly collaborates with Telkomsel, a major telecommunications provider in Indonesia. This move helps Disney+ to promote its services and penetrate the market quickly, as quoted (dailysocial.id).

Second, subscription prices are relatively affordable compared to other foreign service providers in Indonesia. Disney + subscription packages start at Rp39.000 per month, cheaper than Amazon Prime at US$4,99 (around Rp85.000) and Netflix at Rp49.000 per month for mobile packages, or Rp109.000 for standard packages (non -HD). (Name: Ruhmaya Nida Wathoni. Photo: www.techinasia.com).

 

 

 

Vidio & GoPlay vs Video on Demand Asing

 

Kehadiran platform asing, seperti Netflix dan Disney +, membuat persaingan layanan video kian memanas. Para pengelola platform kini juga mulai memproduksi konten orisinal yang melibatkan sineas dalam negeri, selain memutar film-film lokal. Artinya, memiliki konten orisinal kini menjadi kebutuhan, bukan lagi faktor pembeda.

Menurut riset yang dilakukan konsultan pemasaran digital TradeDesk dan Kantar (thetradedesk.com), total waktu menonton yang dihabiskan seluruh pelanggan layanan video on demand (VOD) di Indonesia mencapai 3 miliar jam per bulan. Jumlah pelanggan diperkirakan mencapai 66 juta orang, dengan 43% di antaranya menyatakan akan tetap berlangganan meski pandemi sudah berakhir.

Meski Indonesia memiliki jumlah pelanggan tertinggi di Asia Tenggara, riset menyebutkan tingkat penetrasi platform VOD di Indonesia hanya 24%. Artinya, ruang untuk tumbuh kembang masih terbuka lebar. Maka, tidak mengherankan jika pengelola platform VOD asing, seperti Netflix, Disney +, HBO Go, dan Amazon Prime, memutuskan untuk masuk ke Indonesia. Lionsgate Play juga menyatakan akan hadir di Indonesia, menurut dailysocial.id.

Baik GoPlay maupun Vidio sama-sama menyatakan bahwa bisnis mereka berkembang selama 2020. Rezki Yanuar, Chief Marketing Officer Vidio, menyatakan bahwa perusahannya memiliki 60 juta pengguna aktif bulanan (MAU) selama 2020. Angka tersebut diklaim bertambah 150% dari tahun sebelumnya. Merujuk riset Media Partners Asia (MPA), Vidio diperkirakan memiliki 1,1 juta pelanggan berbayar pada 2020.

Sementara itu, CEO GoPlay Edy Sulistyo menyatakan, waktu streaming di layanannya meningkat sepuluh kali lipat dibanding 2019. Ia enggan menyebutkan jumlah pelanggannya saat ini. Selain fokus di ranah live event, GoPlay juga bekerja sama dengan beberapa label rekaman, serta penyelenggara acara untuk menggelar konser virtual atau festival musik. GoPlay juga melakukan review film yang melibatkan sutradara atau aktor di dalamnya, sehingga pelanggan dapat berinteraksi langsung dengan pembuat konten. GoPlay telah menambahkan fitur interaktif untuk membuat interaksi lebih beragam, baik di antara penonton maupun di antara penonton dan pembuat konten. Beberapa fitur tersebut, antara lain, fitur chat, pengiriman hadiah virtual, hingga pemberian tip (id.techinasia.com).

 

Sumber:
id.techinasia.com

 

Disney + berhasil mengungguli pemain yang sudah hadir di Indonesia, yang memiliki 2,5 juta pelanggan yang membayar di Tanah Air, terbanyak di antara platform lainnya. Viu memiliki 1,5 juta pelanggan, Vidio dengan 1,1 juta pelanggan, dan Netflix dengan 850.000 pelanggan. Empat platform ini berkontribusi sekitar 85% dari total 7 juta pelanggan berbayar VOD di Indonesia.

Terkait keberhasilan Disney + meraih subscriber dalam waktu tiga bulan, itu ada dua faktor. Pertama, Disney + bekerja sama langsung dengan Telkomsel, penyedia layanan telekomunikasi seluler terbesar di Indonesia. Langkah ini membantu Disney + untuk mempromosikan layanannya dan menembus pasar dengan cepat, sebagaimana dikutip dailysocial.id.

Kedua, harga langganan relatif terjangkau dibandingkan dengan penyedia jasa asing lainnya di Indonesia. Paket langganan Disney + mulai dari Rp39.000 per bulan, lebih murah dari Amazon Prime dengan harga US$4,99 (sekitar Rp85.000) dan Netflix dengan Rp49.000 per bulan untuk paket seluler, atau Rp109.000 untuk paket standar (non -HD). (Nama: Ruhmaya Nida Wathoni. Foto: www.techinasia.com).