iflix unveils mass market appeal with free video tier | VOD | News | Rapid TV News
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Malaysia-based iflix is introducing a free, advertising supported tier to its existing subscription-based online video service, as well as unspecified local free-to-air and pay-TV channels.

iflix logo 27 April 2018The company's new third generation delivery platform will move away from what the company calls 'the traditional subscription video on demand (SVOD) model'. Instead, iflix said the platform is better designed for mass appeal in the emerging markets it serves.

"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," said Mark Britt, co-founder and CEO, iflix Group.

"Fast forward nearly three years. Having now served 30,000 years of content to more than 12 million customers across 30 markets, we have a much deeper understanding of the localisation requirements, and infrastructure, payments and authentication issues within our territories."

iflix Free promises over 5,000 assets available at launch, and the company aims to offer 10,000 titles by the end of 2018. The evolved platform will enable advertisers to engage with millions of users through, said the company, "unique, integrated, targeted, premium content and commercial partnerships.

New content will be available without charge, including a new movie every day, originals, and formats and shows from around the world. These will include QYou, Complex Media and Korean series, and local programmes. The iflix Free service will also offer 'iflix snacks': new formats designed for a mobile first audience by its recently announced content studio, Studio 215.

The regional and international TV series provided for free will include The Grand Prince, My First Love, Poroporo, and Tayo the Little Bus. Promotional episodes and pilots from premium US and Korean series  - like Dexter, Good Behaviour, Goblin, and Descendants of the Sun - will also be available for ad-supported streaming.

A 'Live Hub' service would also, for the first time, deliver linear local free-to-air and pay-TV channels across both free and paid tiers, said iflix. This would include live premium sporting competitions and events - including coverage of Football Malaysia, cricket, FIFA World Cup, Olympics, and the NBA - with rights gained through its collaboration with African broadcaster Kwesé TV.

"Working with over 300 content distribution partners, iflix 3.0 aims to offer content owners and creators a rich, dynamic platform to reach customers and monetise their content, whilst driving user growth and daily viewing habits with a huge selection of new, original, exclusive and highly addictive content," Britt added.
Currently, iflix operates its video-on-demand (VOD) service across 27 countries across Asia, Africa and the Middle East.

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