iflix, a streaming and download entertainment service for emerging markets, announced it has reached more than 15 million subscribers and experienced 250% growth since January 2018.
iflix is available to consumers in Malaysia, Indonesia, the Philippines, Thailand, Brunei, Sri Lanka, Pakistan, Myanmar, Vietnam, the Maldives, Kuwait, Bahrain, Saudi Arabia, Jordan, Iraq, Lebanon, Egypt, Sudan, Cambodia, Nigeria, Kenya, Ghana, Nepal, Bangladesh, Zimbabwe, Morocco, Tanzania and Uganda. It offers users unlimited access to thousands of TV shows, movies and other content including comedies, drama, K-drama, Turkish drama, Bollywood, Nollywood, cartoons, movies and live sports from Hollywood, the United Kingdom, Asia, the Middle East and Africa for a monthly fee.
“2018 is already a transformational year for iflix,” said iflix co-founder and group CEO Mark Britt in a statement. “We continue to be passionately obsessed with what emerging markets customers need and want. The huge growth we’ve seen across the business is a testament to that commitment. We have one goal and that is to make iflix ubiquitous across emerging markets. To achieve this, we will continue to learn and innovate to build global culture and find new audiences for extraordinary world class content.
The service is moving away “from the traditional Western SVOD model” to “culturally rich, engaging localized programming and features,” according to an iflix press release.
The service has seen growth in customer engagement, with content consumption doubling in the last five months for an overall 22.84 billion minutes (43,500 years) streamed since launch, according the iflix.
User data shows that local audiences have a strong preference for local content, according to the release. To cater to this demand, iflix has significantly increased its acquisition and commissioning of local content, with the aim of quadrupling its commissioning slate by 2019 with 12 original TV series, 30 feature movies and 75 short form films, the service announced.
iflix is beefing up resources for translation and subtitling, to help make its international content library more accessible to local audiences, the release noted.
In January this year, iflix announced a joint venture with Football Malaysia. The company has also added Bangladesh cricket, Formula E and 2018 World Cup Russia action, as well as music events.
The company has built a live hub with live streaming infrastructure and capabilities, enabling streaming of every World Cup match on its Kwesé-iflix service across Africa.