Aussie SVOD start-up iflix targets Asian markets

Australian subscription video on demand(SVoD) start-up iflix has launched in South East Asia, its targeted market.

After setting up in Malaysia and the Philippines late last week, it will expand to Thailand, Indonesia and Vietnam.

The platform delivers 10,000 hours of Western, Asian and local TV and film content for streaming or downloading to a smartphone savvy audience.

Deals with 20th Century Fox, BBC Worldwide and Warner Bros, MGM, Primeworks Studios, RedBull TV and Starz allow iflix to offer fast-tracked TV shows as The Big Bang Theory, Black Sails, Homeland, American Horror Story, Doctor Who and Sherlock and movies including the Harry Potter, The Matrix and The Godfather series.

Australian millionaire tech entrepreneur and BRW Young Rich Lister Patrick Grove’s target within five to ten years is 50 million users, or 20% of the current 250 million smartphones in Southeast Asia.

Mark Britt, Group CEO of iflix, says, “We created iflix’s revolutionary service to cater specifically to the demands of Southeast Asian consumers. We understand that the media landscape today is changing rapidly and that viewers want greater flexibility with both what they watch and when and how they watch it.”

Britt left his role as CEO of Nine Entertainment Co’s digital arm Mi9 last year to join 40-year-old Groves, who made his $286 million fortune from online successes through his Catcha Group. Catcha has online assets worth $1 billion, with a presence in Asia through other initiatives. The SVOD platform juiced up $30 million of funding this year to build the system, launch local productions and conclude content licensing.

Given that most of current content in the region is from pirated sources, iflix is keeping monthly subscriptions low, at the equivalent of A$3.50 a month for five devices. Its local rivals are Netflix (which it says is living room focused while it is mobile-based) and HOOQ, which entered the market in late February.

There is no intention to launch iflix in Australia.