Astro’s Tribe network has not existed long enough to be a major competitor to iflix, Hooq and Netflix, but it is another OTT network in the region to keep on the radar
Choices, choices, choices. Suddenly consumers are no longer fretting over which television show to watch on Netflix but rather, which OTT service is worthy of my budget.
Now, Filipinos will be given another company to add to their pro/con list as the OTT service Tribe is coming to the island nation thanks to a Memorandum of Understanding (MOU) between Astro Malaysia Holding Berhad (the owner of Tribe) and the Philippine telco Globe Telecom.
“As part of our ASEAN expansion, Tribe is exploring opportunities to extend its reach to the Philippines by partnering with Globe. This is a win-win collaboration leveraging off Tribe and Astro’s invested platforms and core competencies to deliver great content to Filipino consumers,” said Astro COO Henry Tan in an official statement.
Tan also said Tribe will welcome participation from producers and content distributors in the Philippines.
The company is trying to differentiate itself by integrating and building an engaged social community around the Tribe platform.
“We will achieve this by enabling fan driven participatory activities to heighten the consumption experience, which we expect will align well with the social nature of Filipino consumers, particularly the younger demographic,” Tan said.
Tribe targets Southeast Asian countries and was simultaneously launched in Malaysia and Indonesia in mid-March 2016.
Tribe is localising its content according to country and Tan said,
“Recognising the importance of local and differentiated content, Tribe and Globe look forward to more discussions on the collaboration of content tailored to the Filipino audience, for distribution on Tribe and other available platforms.”
Content for the OTT network includes live sports, Asian Movies and TV series and specifically Korean dramas that are widely popular across Asia.
“Astro is a partner that offers complementary strengths to bolster our offerings. In fact, this will be the first time that we will play an active role in co-curating content with a partner, further strengthening our offers that match our customer profile,” said Globe Telecom Chief Commercial Officer Albert de Larrazabal in a statement.
The moves comes in the context of a fractured OTT industry with multiple companies trying to grab a piece of what appears to be an open and available market.
Reuters reported Netflix has stumbled in Asia as its global push has stumbled trying to compete with local players and government regulations.
While Tribe simply has not existed long enough to be a major competitor to iflix, Hooq and Netflix, it is another regional OTT network to keep on the radar.
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