Amazon Prime Video today launched localized versions of its streaming service in the largest Southeast Asian markets of Indonesia, Thailand and the Philippines. The company is trying to grow its subscriber base in the three markets by increasing its investment in local manufacturing, launching original tiles for each territory and giving customers special offers such as seven-day free trials and discounts.
“We are excited to increase our investment in Prime Video for customers in Southeast Asia, making it a truly localized experience, from local content specifically for our customers to a localized user experience and the first large-scale local marketing campaign.” Director of “International Expansion, Prime Video” Josh McIvor said in an official statement. “Our support for local production companies in Southeast Asia is a significant step towards our broader international expansion plans and our ambition to become the most local of the world’s streaming services.”
Prime Video has been available in Southeast Asia since 2016, but until now it has never introduced original content offerings, nor featured the local language interfaces and subtitles typical of more developed markets.
To promote the new offerings, Amazon Prime Video is introducing free one-week trials and promotional subscription pricing that runs through December 2023 as part of its relaunch efforts in Indonesia, Thailand and the Philippines. Discounted subscriptions will cost 59,000 Indonesian rupiah ($3.98), 149 Thai baht ($4.10) and 149 Philippine pesos ($2.69).
“Southeast Asia is a tapestry of cultures, languages and stories, and there really has never been a better time to be a content creator or content consumer in this part of the world,” said Erica North, Head of Asia-Pacific Originals. , Prime Video. “We are committed to the local TV and film industry and believe in working with the region’s most innovative creative talent to bring the best, most authentic and local storytelling to life for our customers not only in the region but also on Prime Video. members worldwide. This is just the beginning.”
Originals coming to the platform include three versions of the new situation comedy improv show Comedy Island. “Comedy Island. Indonesia”, “Comedy Island. Thailand” and “Comedy Island. Philippines” new local originals will have eight comedians and celebrities participating in comedy challenges and games. All three versions will launch on Prime Video in more than 240 countries and territories around the world in 2023.
Indonesian content offerings include two films, Siege At Thorn High and 4 Seasons In Java, as well as other Indonesian titles such as Perfect Strangers, the local version of the Italian hit Ashiap Man, and the horror film Kuntilanak 3 : »
Thai titles coming to the local service include Three Fools and a Ghost, Metal Basket, The 100, A Higher Degree, My Real Friends: the beginning” and “How to fake it in Bangkok”. »
Filipino content ranges from comedy-drama “Big Night” to romance “How to Love Mr. Heartless” and “Is the Weather Fine?”
Viewers will also have access to Korean offerings such as “Nothing Serious,” “Toy Soldiers. Fake Men 2 The Complete’, as well as popular anime ‘Demon Slayer’ and ‘Jujutsu Kaisen 0’.
There will be other global titles such as the newly released Thirteen Lives starring Colin Farrell and Viggo Mortensen, Hollywood’s No Time to Die, global Amazon Originals such as The Boys, The Terminal List, “”Lord of the Rings: Rings of Power“, and the licensed American TV series “The Good Doctor”.
US-based streaming services such as Paramount+ and Disney+ have recently expanded into more countries and territories, and have also invested in international content to diversify their offerings and drive subscriptions.
in june Paramount+ launched in South Korea in partnership with TVING. The broadcaster plans to have 150 international originals by 2025. Disney+ launched MENA (Middle East and North Africa) two months ago and aims to expand to 160+ countries by its FY2023.