iflix admitted that they have been “naive” for believing that the subscription model could “easily” be implemented in emerging markets

Southeast Asia-based video streaming platform iflix today announced that they are moving away from the traditional subscription video-on-demand (SVOD) model that the platform was launched in.

Describing its new model as a “mass market platform specifically created for over one billion consumers in emerging markets,” iflix will now offer its services for free for all users with the introduction of advertising opportunities for brands.

“When we began iflix, we naively believed that the Western entertainment model could easily succeed in emerging markets, and that price would be the primary customer pain point. Looking back now, we realise how superficial that view was,” explained iflix Group Co-Founder and CEO Mark Britt in a press statement.

“Fast forward nearly three years … we have a much deeper understanding of the localisation requirements, and infrastructure, payments and authentication issues within our territories. The data and learnings we’ve acquired from solving these challenges, today enables us to build a product exclusively for emerging market customers and challenge many of the traditional metaphors that exist within our industry,” he continued.

Also Read: iflix appoints Diana Boo as Country Manager for iflix Malaysia, Brunei

The platform’s key offerings will now include Movie of the Day, regional and international TV series, promotional episodes and pilots from premium current and marquee TV series and films across key genres, and iflix Originals.

Having launched its own short-form video production house Studio 215 in March, iflix will also focus on offering short-form original, local, and regional contents.

It will also focus on streaming live concerts, sports events (such as the World Cup), and linear local free-to-air and pay TV channels.

Having secured “over” 5,000 content assets during its launch, the free version of iflix is aiming for 10,000 assets by end of 2018.

Launched in 2015, iflix claimed to have served more than 12 million customers across 30 markets in Asia, the Middle East, and Africa.

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Image Credit: iflix

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