Dec 3, 2024
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Insights
Will local content be the key to success?
Max’s expansion in Asia marks a significant move in the global streaming market, reinforcing its availability in 69 countries. Since its launch in the U.S. in May 2023, followed by Latin America and the Caribbean in February, and Europe in May 2024, Max now strengthens its presence in Southeast Asia, covering Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, and Hong Kong.
Competing with Local Giants in Asia
With its arrival in Asia, Max demonstrates a keen adaptation to local market demands. Unlike its strategy in Europe, the U.S., and LATAM, it has not yet introduced an ad-supported plan. Instead, Max offers mobile-exclusive plans in Indonesia and the Philippines, aligning with the 71% of APAC households that consume content via mobile devices.
Max’s Standard plan, priced at an average of USD 7.22, allows two simultaneous streams, Full HD quality, and 30 downloads, while the Ultimate plan, averaging USD 10.06, supports four streams, 4K quality, and up to 100 downloads. Both plans include annual options to entice long-term subscribers.
Strategically, Max’s Standard plan positions itself in the mid-range pricing tier, competing with more expensive platforms like Netflix (USD 9.09) and Disney+ (USD 8.28) while remaining pricier than local options like iQIYI (USD 3.99) and Viu (USD 6.74). This pricing mirrors its strategy in Latin America, where the Standard plan costs USD 7.67.
Notably, Max lacks sports content in APAC and LATAM, a feature present in Europe and the U.S., where prices are significantly higher (USD 9.33 and USD 16.99, respectively).
The Role of Local Content in Asia
Max’s expansion in Asia comes with a robust international catalog, but it faces a significant challenge: capturing audiences that overwhelmingly prefer local content. In APAC, 82.6% of viewers consume local productions, giving platforms like iQIYI (10,601 total titles) and Viu (4,623 total titles) a competitive edge due to their regional focus.
Netflix’s Stronghold in Asia
Competitors like Netflix are intensifying efforts to dominate the Asian market. Since August, Netflix has announced 13 new regional productions, with six set to premiere between December 2024 and early 2025. In 2024 alone, Netflix has distributed over 400 Asian-origin titles, showcasing a strong commitment to local content.
What Max Needs to Succeed in Asia
To achieve success in Asia, Max must invest in producing content that resonates with local audiences. The ability to deliver regional stories and culturally relevant narratives will be crucial in establishing a competitive foothold against entrenched platforms like iQIYI, Viu, and Netflix.Want to learn more about the local platforms? Dive into BB Media’s Streaming Services Directory, select “Asia” on the region filter and get free data of the local players!
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