Amazon Prime Video today launched localized versions of its streaming service in Indonesia, Thailand and the Philippines, the largest markets in Southeast Asia. The company is trying to grow its user base in three markets by increasing its investment in local production, publishing original ads for each region, and offering customers special offers such as a 7-day free trial and discounts.
“We are excited to increase our investment in Prime Video for our clients in Southeast Asia to make it a truly localized experience – from local content sourced exclusively for our clients to a localized user experience and the first full-scale local marketing campaign, Josh McIvor, director of international expansion for Prime Video, said in an official statement. “Our support of local production companies in Southeast Asia is an important step forward in our broader international expansion plans and our ambition to become the most localized streaming service in the world.”
Prime Video has been available in Southeast Asia since 2016, but so far it has never offered original content, nor the local language interface and subtitles common in more developed markets.
To promote the new product, Amazon Prime Video is offering a one-week free trial and promotional subscription prices, valid until December 2023, as part of its relaunch efforts in Indonesia, Thailand and the Philippines. The discounted subscription costs IDR 59,000 (USD 3.98), THB 149 (USD 4.10) and PHP 149 (USD 2.69).
“Southeast Asia is a tapestry of cultures, languages and history, and it’s the perfect time to be a content creator or content consumer in this region,” said Erika North, Head of Originals Asia Pacific, Prime Video. “We are committed to the local TV and film industry and believe in partnering with the region’s most innovative creative talent to bring the best, most authentic and local storytelling to our clients and Prime Video’s members around the world . . . This is just the beginning.”
Originals coming to the platform include three versions of a new sitcom riff, “Comedy Island.” The new local originals “Comedy Island: Indonesia,” “Comedy Island: Thailand,” and “Comedy Island: Philippines” will each feature eight comedians and celebrities taking part in comedy challenges and games. The three versions will be available 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 films such as local versions of Italian hits “Perfect Strangers”, “Ashiap Man” and horror film “Kuntilanak 3” . “
Titles for the local Thai service include “Three Idiots and a Ghost”, “The Metal Coffin”, “100”, “Rise of the Rank”, “My Real Friend: The Beginning” and “How to Fake It in Bangkok”. “
Filipino content ranges from comedy drama “The Big Night” to romance films “How to Love Mr. Ruthless” and “Is the Weather Nice”.
Viewers can also watch Korean titles such as Nothing Serious and Toy Soldiers: Fake Men 2 The Complete, as well as popular anime titles Demon Slayer and Jujutsu Kaisen 0.
There will also be other global blockbusters such as the newly released film Thirteen Lives starring Colin Farrell and Viggo Mortensen, the Hollywood blockbuster No Time to Die, global Amazon originals like The Boys. We, The Terminator List, The Lord of the Rings: The Ring of Power, and the licensed American series The Good Doctor.
U.S. streaming services like Paramount+ and Disney+ have recently expanded to more countries and territories, and are investing in international content to diversify their offerings and grow subscriptions.
In June, Paramount+ launched in South Korea in partnership with TVING. The streamer plans to launch 150 international originals by 2025. Disney+ launched MENA (Middle East and North Africa) two months ago and plans to expand to more than 160 countries by fiscal 2023.