Indonesia in View
6 October 2022

About the Event

Indonesia is regarded as a market of great potential in the region, with its population of 270 million, many of whom are young, under-served by cinemas and actively seeking content online. With 66 million viewers in Indonesia consuming 3 billion hours of OTT content every month, the pandemic-related boost given to streaming is here to stay. In the past two years alone, the OTT sector has seen the collapse of regional platforms iflix and Hooq, the arrival of Disney+, and the Asian outreach initiatives of Chinese streaming giants iQIYI and WeTV. At present, the video streaming user base in Indonesia is dominated by Viu, Netflix and Vidio, all of whom are now competing with these new entrants who are trying to make their mark in the market.

Being the largest market in Southeast Asia, it leads at 7% annual growth in video, and both its SVOD and AVOD sectors growing at over 20% between 2021-2026, according to Media Partners Asia (MPA). No doubt this makes Indonesia one of the few markets where the U.S. multinationals and the Chinese platforms are going head-to-head to gain market share.

Indonesia in View 2022 will explore the challenges being faced by these local, regional and global streaming services, and what their priorities are around content, localisation and ultimately, business models, for the coming year. Where do they see eye to eye, and where would they differ?

Conference Highlights:

• Betting Big in Video, Content and Sports
• Content Landscape in Indonesia: How Has it Changed in the Age of Streaming?
• The Future of Pay TV
• Video, Music and Games in the Mobile Economy
• The Future of Site Blocking
• The Future of Ad Supported Premium VOD in Indonesia

The Indonesia in View conference will be held in English with simultaneous translation available into Bahasa Indonesia and vice versa for the full event.

Registration is now open. AVIA members will also receive a complimentary copy of our Indonesia In View Report. 

For media queries and invitations, please reach out to charmaine@avia.org

Speakers

Yuliandre Darwis
Commissioner
Indonesian Broadcasting Commission (KPI)
Ade Tjendra
CEO
MNC Vision Networks
Sutanto Hartono
MD, Emtek, CEO, SCM, CEO
Vidio
Marlo Budiman
CEO & President Director
Link Net
Gobi Tarmat
Senior Director of Presales,
Asia Pacific & Japan
Akamai
Xavier Leclercq
VP Business Development
Broadpeak
Jay Jenkins
Global Tech Evangelist
BytePlus
Sushant Sharma
VP APAC
Conviva
Ashim Mathur
Senior Regional Director, Japan & Emerging Markets
Dolby Laboratories
Akshay Sharma
CIO
GroupM Indonesia
Nick Chuah
VP, Global Business Development
INVIDI
Guntur Siboro
Country Head - Indonesia
Lionsgate Play
Gavin Buxton
MD Asia
Magnite
Dave Ulmer
Chief Commercial Officer
MD Entertainment
Ching Ping Lee
CTO
Mola
Stephane Le Dreau
SVP, Regional GM APAC
NAGRA
Hellen Katherina
Country Lead
Nielsen Media Indonesia
Unmish Parthasarathi
Founder & Executive Director
Picture Board Partners
Virat Patel
MD
Pioneer Consulting Asia-Pacific
John Huddle
Director, Market Development, Asia
SES
Dedi Suherman
TV Video Division Head
Telkom Indonesia
Aaron Herps
Head of Content Protection - APAC
The Premier League
Florencia Eka
Country Manager, Client Services – Indonesia
The Trade Desk
Kautsar Ikrami
Inventory Partnership Lead, Indonesia
The Trade Desk
Tom Dover
Director, Video Marketplace Development, APAC
Xandr
Cliff Sutantijo
SVP Growth & Strategy
Vidio
Gina Golda Pangaila
VP - General Counsel Legal, Business Risk, and Anti-Piracy
Vidio
Hermawan Sutanto
COO
Vidio
Monika Rudijono
MD
Vidio
Tommy Sullivan
CTO
Vidio
Clarissa Tanoesoedibjo
MD
Vision+
Avijit Dutta
Deputy Country Manager, Indonesia
Viu
Rajiv Singh
VP, Digital Ad Sales & Distribution
Viu
Lesley Simpson
Country Head
WeTV and iflix Indonesia
Suwandi Widjaja
Country Head, Partnerships Indonesia
YouTube
Maria Liza Ginting
Country Head, Indonesia and Philippines
ZEEL
Louis Boswell
CEO
AVIA
Matt Cheetham
GM
AVIA Coalition Against Piracy (CAP)
Bettina Cavenagh
President Director, Clarity Research Indonesia, Indonesia Consultant
AVIA

Speaker Spotlight

Sutanto Hartono
MD, Emtek, CEO, SCM, CEO
Vidio
  • expand_more

    Do you see the greatest competition to Vidio coming from local or international streaming platforms?

    We have already established our market dominance in Indonesia due to the strength of our TV content which remains highly popular in OTT consumption, our complete offering of local and international sports, and the most aggressive slate of local original content in the market. While global OTT players clearly have the benefit of a larger scale of economy and the ability to license content across multiple territories, they are also cheering up their investment in local content. However, we believe our local content ecosystem within our larger media group will give us the superior advantage to remain dominant in that area.  

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    In the international money markets exuberance has turned to pessimism when it comes to streaming as a business model.  How do you see the business case for streaming compared to broadcast television?

    In Indonesia, Free-To-Air (FTA) remains dominant. The culture of the Indonesian people whose TV consumption hours are still above 3 hours, is healthy for this industry. It is not a habit that can be changed instantly. FTA is also the cheapest broadcast technology that can reach the entire population of Indonesia and is suitable for brands that need awareness. However, digital media such as OTT, is an extension of the media ecosystem, which is good for the advertising media business. The digital multi-platforms enable higher reach, higher engagement, even increasing the content watch consumption, which is beneficial for us to deliver better value to the advertisers to promote their product across the multi-platform.

    Indonesia, like any other market in the world, is rapidly adapting to digital adoption. But what we have seen so far is that digital adoption on video consumption is complementing instead of substituting other linear channels consumption.  Clearly digital adoption is much more dominant in the upper socioeconomic class, which makes this group our target for the subscription business, a new business focus. However, in Indonesia subscription habits still need to be built, by all OTT providers and all other types of applications. Eventually the adoption of subscriptions will be more common in the future.

    Nevertheless, while consumption of TV is still large, OTT is growing fast and in OTT we are investing for the future.

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    Does running an OTT platform like Vidio require even greater investment in content than the broadcast business and if so, why?

    There are 2 sides of an OTT platform, the advertising based, and the subscription based:

    •  Advertising based (AVOD): the material for AVOD can be utilized from previously aired content, such as catch-up from the currently popular TV programs and sports extension rights. Compared to a very dominant FTA market, the AVOD content investment is actually less. 
    • Subscription based (SVOD): Premium content is how we justify people to pay to consume our content. The competition from OTT global platforms also makes it necessary for us to deliver a relatively high volume of premium content which clearly requires higher content costs as compared to other typical content available in the broadcast industry. 
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    What is the biggest issue you face that could affect ultimate success?

    Piracy. It is a concern not just for us, but it should also be a concern for all platform owners as well as the major studios, and we should work hand in hand to address the problem.  AVIA’s role is to step up to protect the investments we are making in premium content, in order for us to exploit those investments through our platforms rather than losing them to pirates through illegal sites or links.

    This is also something for which we should call upon support from the social media platform owners so we can have better and more concrete actions toward reducing piracy.

Ade Tjendra
CEO
MNC Vision Networks
  • expand_more

    Can you give us an outline of MNC’s strategy across Free to Air, Pay TV and Streaming? 

    Our strategy for Pay TV is to empower the Indonesian family value of ‘togetherness’, to grow and develop by having unlimited windows to the world (to get inspired, get new knowledge, get entertained, etc.) through a variety of content, both local and international, as well as the unlimited reach of the Internet, to be able to do more good in every aspect of their lives. Indonesia has a geographic archipelago and a very diverse society with many different needs, therefore MNC Vision Networks provides 3 Pay TV Platforms, from Satellite prepaid (K-Vision) and postpaid (MNC Vision) to IPTV Broadband Internet (MNC Play).

    Our strategy for streaming is to holistically extend content in the MNC universe, which may include content from our affiliates and partners, to user’s mobile devices, enriching their experience of watching content anytime and anywhere, with personalized content offerings in the mobile streaming app and providing the ease of hassle-free single sign-on by integrating the backend user data set. The goal is also to enrich the living room experience by providing integrated experiences through optimized set top boxes and smart TV apps. Also, the user data set would provide recommendations and personalized content presentation on connected platforms through 360° data analytics based on demographics, behaviour, psychographics and numerous other parameters.

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    Do you create content based on how it is likely to be consumed (i.e. Linear vs Streaming) or does it not matter?

    Yes, there is a shift between linear content consumption to on demand content consumption,  and this trend is undeniabledue to consumer demand on personalization and flexibility on what, when, where, and how to watch. To meet this change in consumer behaviour, we enrich our Satellite Pay TV based platform with the Vision+ Connect feature, to enable them to watch anytime, anywhere, and experience Catch-up content (“Pay TV dalam Genggaman”). As for our Broadband IPTV Platform, we also enrich their experience by upgrading to an Android TV Box to enable our customers to optimize both their linear and streaming content experience.

    In Indonesia the topmost watched channel is still RCTI, which is our main Free to Air. To meet the on demand behaviour, the group also provides VOD for killer programs in the Vision+ Application as well as   feature the top programs in primetime on our Vision Prime channel. However, there are notable differences (and overlap) in consumers/audiences between Linear TV and VOD – therefore, content created for the respective platforms have been adjusted accordingly. Accessibility, user behaviour, and buying patterns are also factors in catering for certain content between Linear and VOD.

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    Traditionally linear has been television and streaming has been mobile. Is this changing?

    Yes, with the changing times, and the increasing number of mobile phones and their usage, there is a skew towards consuming linear content alongside streaming on the mobile platform. Mobility gives personalization, flexibility, and ease to watch at your convenience. There has been a considerable amount of linear channel consumption on the mobile platform. Catch up features on linear channels on the mobile app makes it a near streaming experience o linear content with the ease of watching at your own convenience. On the other hand, people consume streaming more on Smart TVs and other Android set-top boxes/sticks for the big screen experience.

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    What is the role of advertising revenue vs subscription revenue?

    Advertising revenue provides a balance to cover the costs incurred in procuring the content and maintaining the platform, as users still want to watch content but the affordability to subscribe is a concern. Hence the ability to still watch a large amount of content for free makes the model very popular, even though the users have to see advertising. The key is to provide relevant advertising, that would not annoy the users, but may be a source of information as well. However, it is important that the consumption of content in an advertising model and the engagement time must be much higher to make the model profitable.

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    How competitive is the market today?

    The Indonesian OTT market is estimated to grow at a CAGR of 31% and reach around US$16.4 Bn by 2030. The market is getting crowded with more than 20 OTT providers. However, OTT platforms do have their unique propositions that keep them sustainable, and the pie is still big. To stay relevant in this market, it is important to balance among 3 key levers – content, platform and experience – and maintain strategic marketing to differentiate between building brand awareness while targeting relevant customers. At this moment, the competition in the Pay TV/IPTV market is more stable. At the end of the day, Pay TV/IPTV with relevant content and quality premium local content, sports and family driven content, is the ultimate winner.

     

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