Amazon Prime Video launches localized services for three largest markets in Southeast Asia

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

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“We are excited to increase our investment in Prime Video for clients in Southeast Asia, making it truly localized, from local content tailored to our clients to localized user experience and the first full scale local marketing campaign,” reads official statement from Josh McIvor, Director of International Expansion, Prime Video. “Our support for local production companies in Southeast Asia is an important step towards our broader plans for international expansion and our ambition to become the most local of global streaming services.”

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Prime Video has been available in Southeast Asia since 2016, but so far it has never offered original content, and the local language interfaces and subtitles that are typical of more developed markets.

To promote new offerings, Amazon Prime Video is introducing free weekly trials and promotional subscription prices that run until December 2023 as part of its relaunch efforts in Indonesia, Thailand and the Philippines. The discounted subscription will cost IDR 59,000 ($3.98), THB 149 ($4.10) and PHP 149 ($2.69).

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

The originals coming to the platform include three versions of the new situational comedy-improv show Comedy Island. In the new local originals “Comedy Island: Indonesia”, “Comedy Island: Thailand” and “Comedy Island: Philippines”, eight comedians and celebrities will take part in comedy challenges and games. All three versions will launch on Prime Video in over 240 countries and territories worldwide in 2023.

Indonesian content includes two films: The Siege of Thorns and Java 4 Seasons, as well as other Indonesian films such as the local version of the Italian hit Perfect Strangers, Ashiap the Man, and the horror film Kuntilanak 3.”

Thai titles entering the local service include “Three Idiots and a Ghost”, “Metal Coffin”, “Hundred”, “Top Rank”, “My Real Friends: The Beginning” and “How to pretend in Bangkok”. ”

Filipino content ranges from comedy-drama Big Night to romantic How to Love Mr. Heartless and Is the Weather Nice.

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

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

US streaming services such as Paramount+ and Disney+ have recently expanded to more countries and territories, as well as investing in international content to diversify their offerings and increase subscriber numbers.

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

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