As Netflix seeks to monetize its market domination in the West, in APAC it continues to focus on driving subscription uptake at the expense of ARPU, in particular in developing markets, Ampere Analysis noted in its latest report.
iQIYI, Tencent Video and Youku have all been actively launching special promotions and offering new and themed content on their platforms to drive viewership, Ampere Analysis noted in its latest report.
China’s subscription video-on-demand services have strengthened their discount strategies this year, with “Singles’ Day” becoming a major opportunity for them to attract new subscribers, Ampere Analysis noted in its latest report.
Ampere analyzed Disney+ Hotstar’s new pricing plans in India, where the previous two-pronged pricing plan will be replaced by a three-tiered system, with the basic plan exclusively for mobile streaming.
This year, Mango TV, which started as the online catch-up platform of China’s top TV broadcaster Hunan TV and launched its paid subscription tier in 2014, is set to surpass Youku to become China’s third largest SVOD service.