Netflix is one of the most popular paid streaming platforms in the world with Disney+ as a close contender. In Indonesia, however, these two major platforms lag behind a regional competitor, Vidio.
Vidio is a streaming platform owned and operated by PT Suya Citra Media, the second-largest media firm in Indonesia, in which the platform boasts hyperlocal entertainment such as My Ice Girl that attracts millions of viewers daily. So even though Disney+ has more subscribers compared to Vidio, there are more active users on Vidio, averaging 60 million viewers per month.
By having a keen understanding of what Indonesians like to watch, Vidio is flourishing in Indonesia where global rivals like Netflix and Disney+ have not. In 2022, Vidio even seized the top spot for over-the-top (OTT) streaming services throughout Southeast Asia for new subscriber growth and popularity of original content.
Netflix and similar Western streaming platforms are not investing as much in the Indonesian market, and PT Suya Citra Media’s Chief Executive Officer, Sutanto Hartono, is well-aware of this. Hartono and other industry experts suggest that the company’s success is due to its annual commissioning of dozens of hyperlocal original shows and expansion of sports content.
At present, Vidio is funding up to 40 original series a year, which is more than every Western counterpart combined. It has also secured the rights to most major sports leagues such as the English Premiere League and the National Basketball Association.
Sports is a significant form of entertainment that’s also boosting the platform’s popularity. Ever since the 2017 Southeast Asian Games, Indonesians started to become huge fans of multi-sports events. Around 15 million viewers use Vidio whenever there’s a match.
Although the firm has started to receive media attention in other countries, they are still cautious that their success is precarious given that their U.S. streaming competitors alone are behemoths and have considerably bigger budgets.
Without a doubt, Netflix or Disney+ could surpass Vidio if they were to invest the necessary funds. However, Indonesia-specific service customization would take a lot of time and money relative to the investment’s return. For now, Western competitors are waiting it out and trusting that their library of programs from other cultures would help them attract enough clients in the country.
“We have to ask ourselves — not now, but five to 10 years down the road — how can we still survive, and hopefully, even dominate the market, with the fact that these are our competitors?” Hartono said.
For now, Vidio has plans to expand in other markets across Southeast Asia and the Middle East. They are even looking into partnering with online services such as Grab, experimenting with collaborations like shopping while you watch on their platform.
Vidio subscriptions start at 29,000 rupiah (less than $2) and go all the way up to 569,000 rupiah ($36.5). Access Vidio here.
As Southeast Asians, we’re rooting for Vidio’s success! What Indonesian shows are you looking to watch on the platform? Let us know in the comments below!