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Amazon Prime Video launches localized services for three major Southeast Asian markets – TechCrunch

Amazon Prime Video today launched localized versions of its streaming service in Southeast Asia’s biggest markets – Indonesia, Thailand and the Philippines. The company is trying to grow its subscriber base in all three markets by increasing its investment in local production, releasing original slates for each territory, and offering customers special offers such as seven-day free trials and discounts.

“We’re excited to increase our investment in Prime Video for customers in Southeast Asia, making it a truly localized experience, from local content designed specifically for our customers, to a localized user experience and first campaign. scale local marketing,” Josh McIvor, director of international expansion, Prime Video, said in an official statement. “Our support for local production companies in Southeast Asia is an important step towards our broader international expansion plans and our ambition to become the most local of the world’s streaming services.”

Prime Video has been available in Southeast Asia since 2016, but until now it had never featured original content offerings, nor the local language interfaces and captioning typical of more developed markets.

To promote the new deals, Amazon Prime Video is introducing one-week free trials and promotional subscription prices that last until December 2023 as part of its relaunch efforts in Indonesia, Thailand and the Philippines. Discounted subscriptions will cost 59,000 Indonesian rupiah ($3.98), 149 Thai baht ($4.10) and 149 Philippine pesos ($2.69).

“South East Asia is a tapestry of cultures, languages ​​and histories, and there really has never been a better time to be a content creator or content consumer in this part of the world” , said Erika North, head of Asia-Pacific Originals. , First video. “We are committed to the local TV and film industry and believe in working with the region’s most innovative creative talent to bring the best, most authentic and local storytelling to life. for our customers, not only in the region, but also Prime Video. members around the world. This is just the beginning.

Upcoming originals to the platform include three versions of a new situational comedy improv show “Comedy Island.” The new local originals “Comedy Island: Indonesia”, “Comedy Island: Thailand” and “Comedy Island: Philippines” will each have eight comedians and celebrities who will participate in comedy challenges and games. All three versions will launch on Prime Video in more than 240 countries and territories around the world in 2023.

Indonesian content offerings include two movies, “Siege At Thorn High” and “4 Seasons In Java”, as well as other Indonesian titles like a local version of the Italian hit “Perfect Strangers”, “Ashiap Man” and the movie horror “Kuntilanak 3”. ”

Upcoming Thai tracks on the local service include “Three Idiots and a Ghost”, “Metal Casket”, “The 100”, “The Up Rank”, “My True Friends: The Beginning” and “How To Fake It In Bangkok “. ”

Filipino content ranges from comedy-drama “Big Night” to romance “How To Love Mr. Heartless” and “Whether The Weather Is Fine.”

Viewers will also have access to Korean offerings such as “Nothing Serious”, “Toy Soldiers: Fake Men 2 The Complete”, as well as popular anime titles “Demon Slayer” and “Jujutsu Kaisen 0”.

There will be other global titles such as the recently released movie ‘Thirteen Lives’, starring Colin Farrell and Viggo Mortensen, Hollywood blockbuster ‘No Time to Die’, global Amazon originals like ‘The Boys’, ‘The Terminal List, “The Lord of the Rings: The Rings of Power” and the American licensed series “The Good Doctor”.

US-based streaming services such as Paramount+ and Disney+ have recently expanded into other countries and territories and also invested in international content to diversify their offerings and increase subscriptions.

In June, Paramount+ launched in South Korea in partnership with TVING. The streamer plans 150 international originals by 2025. Disney+ launched two months ago in the MENA (Middle East and North Africa) region and aims to expand to more than 160 countries by its fiscal year. 2023.


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