Iflix, a leading video streaming service, is shifting to open free-tier and short-form content to attract mobile users and generate new revenue.
"Starting in July, Iflix will introduce a new interface that totally changes the user experience, with more personalisation, as well as broadening the availability of short-form content [under 20 minutes in length]," said Artima Suraphongchai, country manager of Iflix Thailand.
The company offers partial content for free (free-tier content) to allow new users to try out the service and later upgrade to VIP or paid customer service.
"The free-tier content was launched over a month ago, and the number of return users has doubled. We aim to increase the number of active subscribers by 3-4 times from free-tier content this year," said Ms Artima.
She said subscription-based video-on-demand in Thailand is struggling because of piracy. According to data from Alexa, as of March, local piracy site visits were 3.5 times higher than legitimate ones.
"Our challenge is not intense competition but illegal content. But changing user behaviour is a big challenge," said Ms Artima.
Iflix Thailand's top content includes drama series, westerns, Korean programmes, kids shows, Thai movies and series, and animation.
The peak time for Iflix viewing during weekdays is 10pm to 1am, with the majority of viewers younger than 45. The service aims to attract more users to the platform at non-peak hours by offering short-form content in its free tier.
Some 70% of users access the content via mobile, while PCs account for 25% and smart TVs the rest. The platform offers 10 payment channels, including at convenience stores.
Craig Galvin, global director of short-form content, said that programmes showing the lives of real people often shunned by traditional news media, with an unfiltered, youth-oriented approach to news and subculture, have promise and can offer perspective on the region.
Short-form content is also targeted to attract younger users who are on the go during the day.
Iflix plans to collaborate with YouTube users to produce content for its free-tier offerings, having entered a revenue-sharing agreement with advertisers.
"Short-form content stories are agile and take less time to produce," said Mr Galvin.
Iflix plans to have 25,000 short-form stories on offer over the next 12 months, aiming to attract more people aged 14-24.
