Monika Rudijono
Managing Director
Vidio
 

Indonesian-based streamer, Vidio’s multi-prong approach to business development and growth is paying off. The streamer has been in the spotlight lately, having ranked in the top spot in the country for monthly active users and total streaming minutes. The company’s premium video offering is reportedly the most popular service among locals, leading global juggernauts, Netflix and Disney+. “Our top priority is to sustain Vidio as the #1 OTT with the best content offerings to grow our new subscribers, and not just the number of subscribers, but also their time spent at Vidio,” said Monika Rudijono, Managing Director of Vidio.

Monika attributes the platform’s success to a combination of factors: from the right price point to providing consumers the type of content they actually want. “Theatrical box office is a good indicator on how Indonesians spend on content. The Indonesian box office of local movies has grown year on year. One of Indonesia's biggest box office ratings this year was able to attract more than 9 million viewers. This demonstrates that Indonesian consumers are willing to pay for content, as long as it meets their preferences and standards for quality,” she said.

Sports and original content are the key drivers for Vidio’s growing subscriber base, giving it the edge over regional and international competition. The streamer boasts of having the largest local content library and is ramping up its investments in originals to deliver a diverse catalogue that would appeal to the broad consumer demographic in the country. “In 2022, we produced a total of 37 titles, and we have seen that few have made it into hits. This is an improvement over last year, where we had fewer titles and no significant hits. Next year, we want to have consistency in producing better originals that will result in more hits,” added Monika.

The company’s winning formula also involves offering varied payment access. Through multiple partnerships and collaborations with local telco operators and e-commerce companies, Vidio has been able to customise package deals and provide different forms of payment options to its customers. For Monika, it also boils down to understanding the various income bands of consumers in the country and providing options that would encourage subscription. “Vidio is optimistic that the ease of payment method paired with Vidio’s wide distribution will drive Indonesians to subscribe more,” she said.