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Executive Column: Vidio’s winning strategy with local content power
Globally, over-the-top (OTT) market is dominated by three international players, namely Netflix, Disney+ and Amazon Prime. However, an anomaly occurs in Indonesian market wherein Vidio, a local player, is reigning over even the global platforms, at their own games.
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Vidio managing director Monika Rudijono. (Vidio/-)
T
he COVID-19 pandemic changed the entire landscape of the film industry as it shifted the audience’s preference toward streaming platform over going to the cinema. “People have grown comfortable watching [movies] at home,” American film consultant David A. Gross told the New York Times on Dec. 9.
Globally, over-the-top platforms are dominated by three international players, namely Netflix, Disney+ and Amazon Prime. However, an anomaly occurs in the Indonesian market wherein Vidio, a local player, is reigning over even the global platforms, at their own games.
Vidio managing director Monika Rudijono spoke to The Jakarta Post’s Deni Ghifari on Dec. 9 about the company’s position, condition and business strategy.
Question: How did Vidio come about?
Answer: In 2014, Adi Sariaatmadja had an idea of making a streaming platform for Emtek Group. The initial plan was just making contents from Indosiar and SCTV available online, that’s how it started.
But then our turning point happened in 2018 when we broadcasted the Asian Games, that’s when we started becoming a household name. Seeing that success, Emtek Group then decided to make Vidio one of its main investments.
From there, Vidio teams conducted comparative studies to foreign platforms and from there, we learned that sports could become one of the main pillars for over-the-top (OTT) platform. Sports could bring in subscriptions because audiences want to see them live.
