APOS '24 Recap: The Push for Partnerships
And a few disruptive thoughts for D2C streaming startups in India
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Agenda
APOS 2024 Recap: The Push for Partnerships and Localized Streaming Strategies in Asia [With some inputs taken from Deadline]
Three Key Takeaways from APOS â24
My Views
AndâŚ.Action!
APOS 2024 Recap: The Push for Partnerships and Localized Streaming Strategies in Asia
As part of our continued effort at Streaming in India, we bring you a comprehensive look into one of Asia's premier events for entertainment and streaming: APOS 2024. This yearâs event, held at the luxurious Ayana Resort in Bali, Indonesia, brought together the biggest players in Asiaâs entertainment industry, including Warner Bros. Discovery, Prime Video, U-Next, Viu, and Canal+ but also Reliance Jio, Fancode, Netflix India and more. The dominant theme that emerged from the discussions was a focus on collaboration and partnershipsâa crucial element to thrive in the ever-evolving world of streaming.
In this edition, weâll take you through key insights and strategies shared by industry leaders during APOS '24, giving you an in-depth look at how these collaborations are shaping the future of streaming in Asia.
Prime Videoâs Multi-Stage Approach in Asia Pacific
One of the most notable speakers at APOS was Gaurav Gandhi, Vice President of Asia Pacific & MENA for Prime Video. Gandhi emphasized that Amazonâs strategy in the Asia Pacific region varies significantly depending on the local market's maturity. He explained that Prime Video is at different stages of development across the region, which requires a tailored approach to each market.
âThe APAC region is one where Amazon is at different stages, meaning strategies differ depending on where the journey is,â Gandhi noted.
The Power of Partnerships in Japan
In Japan, where Prime Video has made significant strides, Yosuke Ishibashi, Head of Content for Prime Video Japan, highlighted the importance of partnerships in driving growth. Prime Video Japan has collaborated with local players like Toei and Toho to maximize the reach and impact of its content. For example, Prime Video's adaptation of the popular anime series Oshi No Ko was released in partnership with Toei, while its first Japanese original film, The Silent Service, premiered through Toho before streaming on Prime Video.
Gandhi stressed that these collaborations have been essential to Prime Videoâs success in Japan, stating,
"In Japan, it was super important to think about partnership and collaboration.â
Warner Bros. Discovery: A Two-Way Street for Content
James Gibbons, President of APAC at Warner Bros. Discovery (WBD), also echoed the theme of partnerships. WBDâs recent launch of the Max streaming service in Japanâthrough a partnership with local streamer U-Nextâwas a prime example of this approach. The collaboration allows WBD to bring global content to Japanese audiences while also acquiring local content to distribute on Max internationally.
âItâs a two-way street,â said Gibbons. âWeâre working with partners to take content global.â
Gibbons further elaborated on WBDâs strategy in Southeast Asia, where the rollout of Max will be a hybrid model combining direct service with local partnerships. This approach is designed to adapt to the unique dynamics of each market while maximizing content distribution.
U-Next: Dominating Japan with Content and Coverage
Toshi Honda, COO of U-Next, provided insights into how the platform has become a dominant force in Japan. With around 4 million subscribers, U-Next has built its strategy on "total coverage," offering the largest volume of content in the Japanese market, including local and U.S. films, anime, and now, sports.
Honda pointed out that U-Nextâs recent seven-year exclusive deal for the English Premier League and FA Cup was a game-changer for the platform.
âIt not only allows us to deliver some of the best premium content from Hollywood, but we can introduce Japanese content around the world,â said Honda.
Viacom18: Local Context is Key in India
Shifting focus to India, the importance of understanding local market dynamics was a key theme in the session led by Kiran Mani and Kevin Vaz from Viacom18. They cautioned international players against applying global strategies to the Indian market without customization. Mani, Viacom18âs CEO of Digital Ventures, warned that global pricing models, especially U.S. dollar-based ones, simply do not work in India.
âFor anyone coming in, global models donât apply to India. If you try U.S. dollar pricing and donât show commitment to India, India does not reward. We will bring the audience, but we need partners who are in it to win it together,â said Mani.
Mani also pointed out that the Indian subscription market is still in its infancy, with only about 50 million subscribers in a country of over a billion people. He emphasized the need for patience and long-term commitment from global players entering the Indian market.
The Future of Bundling: Personalization and Flexibility
Another key session at APOS focused on the growing role of multiservice bundles in the future of subscriptions. The panel featured speakers from Bango, Amazon, and Telkomsel, who discussed how bundling services like TV, music, and gaming can enhance consumer value and increase retention.
Lesley Simpson from Telkomsel shared how bundling has become a core strategy for the company, allowing it to reach over 9 million homes in Indonesia. By partnering with global providers like Amazon, Telkomsel has been able to offer localized, flexible bundles that cater to the unique needs of Indonesian consumers.
âWe are helping our users include whatever services they need at home, especially video, by partnering with global providers like Amazon,â Simpson explained.
Three Key Takeaways from APOS 2024
Partnerships are the Future of Streaming in APAC (arguably the world!)
Whether itâs Prime Video in Japan or Warner Bros. Discovery with U-Next, partnerships are proving to be the most effective way to scale in the diverse APAC region. Collaborations help platforms localize content, expand reach, and offer more tailored experiences to consumers.Local Strategies are Essential in India
For global streaming giants looking to enter India, success depends on understanding the countryâs unique cultural and economic context. The âone-size-fits-allâ approach does not work, and companies need to invest for the long haul, as emphasized by Viacom18âs leaders.Bundling is Key to Subscriber Retention
Bundling multiple services into one package is becoming the preferred model to deliver value to consumers across APAC. As noted in the panel discussion with Telkomsel and Amazon, personalization and flexibility in bundling will shape the future of subscriptions, making it easier for consumers to choose what works best for them.
Looking Ahead: The Role of Collaboration
As Vivek Couto, co-founder of Media Partners Asia and host of APOS, aptly noted:
âNever before has Asia been more exciting, but, also, never before has Asia been more diverged from the rest of the world, as billions of consumers go on their own journey.â
With collaboration emerging as the central theme of APOS 2024, itâs clear that the future of streaming in Asia will be shaped by how well companies work together to meet the unique demands of local markets while offering global content. This focus on partnership, localization, and long-term commitment will be critical as the APAC region continues to grow as a major player in the global streaming industry.
Stay tuned as we continue to cover the latest developments from APOS and the broader streaming world in our next edition of Streaming in India!
My Views
Partnerships in Indian Streaming: The Opportunity Beyond Reliance Jio
While partnerships are undoubtedly driving the future of streaming in APAC, the situation in India presents a unique set of challenges. Currently, Reliance Jio holds most of the marquee international platform rights, including HBO Max, Peacock, and more, creating a near-monopoly in the market. This leaves little room for other players to access high-demand international content. The sheer dominance of Jio means that partnerships, though powerful, are largely concentrated within one entity.
However, the growing demand for localized and niche content presents an untapped opportunity, even for startups. Thereâs a massive space for platforms to aggregate Turkish dramas, Korean content, or Anime, all dubbed into Indian languages, and targeted at specific demographics. In fact, the under-25 age group in India, a demographic that is highly active on social platforms like Instagram and YouTube, could be a ripe audience for such offerings.
Niche Platforms: The Next Frontier
Indiaâs diversity means that a one-size-fits-all approach wonât work in the long term. This is where partnerships can play a crucial roleâby aggregating content that caters to different tastes and regions. Imagine a platform dedicated solely to Korean and Turkish dramas, or another specializing in anime dubbed in Hindi, Tamil, or Telugu. These types of partnerships could address the gap left by the mainstream OTTs that focus heavily on blockbuster content.
Another significant opportunity is in action content, particularly dubbed films. Action movies have always had mass appeal in India, especially in regions like Uttar Pradesh and the Hindi-speaking heartland. Platforms that specialize in aggregating action movies dubbed in regional languages could see major success. Such an OTT could focus on regional audiences who crave high-octane content, but have few choices outside of the big players.
The Future of Aggregation
Weâre already seeing the rise of bundling and aggregation in India with players like OTTPlay, Jio, Watcho, Airtel, and Vodafone, each offering multi-service bundles. But this space could evolve even further. Thereâs even talk of an âaggregator of aggregators,â signaling that the future of partnerships could be in bringing multiple content platforms together under a single service, offering more choices to the consumer.
The key will be to diversify partnerships beyond just the big players. As platforms target more niche audiencesâwhether it's anime for younger viewers or action for regional audiencesâpartnerships can provide the content they need to stand out. For Indiaâs streaming landscape to truly flourish, the market needs more choice and variety, catering to different tastes, languages, and regions.
In summary, while Reliance Jio holds much of the power in Indian streaming today, thereâs a growing opportunity for partnerships that cater to niche markets. Platforms that aggregate diverse content, whether it's international dramas, anime, or action films, could tap into unmet demand and build highly engaged audiences. This is where startups and smaller players can thrive, offering more specialized content while still partnering to expand their reach.
On a sticky wicket after a mixed start to the campaign, India will look to fix their batting woes to bolster their net run rate when they take on bottom-placed Sri Lanka in their third and penultimate Group A match of the T20 Womenâs World Cup today. Catch all the action live on Disney+ Hotstar in India.
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