Malaysians are not limited when it comes to video streaming services there currently more than 15 such offering in the market, compared to just one 5 years ago. The landscape has changed rapidly prompting traditional broadcasters to move their delivery over new platforms before they get left behind. Astro the biggest pay TV operator in the country held dominance over Malaysians for decades only to find themselves under threat ever since new entrants started occupying the same space. The company has since reacted, launched its own services and by the looks of it has gained strong support staving off the competition for now.
During an independent survey conducted by FT Confidential Research, Astro GO topped the list as the most popular paid-for streaming video service in Malaysia. Respondents were asked “What is your most frequently used paid-for video streaming service?” during the survey and Astro, a homegrown brand was the most popular paid-for video streaming ahead of Netflix, Google Play and Unifi TV.
Astro has 77 per cent market share in Malaysian pay-TV and Astro’s streaming service, Astro GO is available to all Astro customers allowing them to access content available as per their subscription. Astro GO app has recorded 2.2 million registered users with an average viewing time of 149 minutes per week.
The service currently offers a library of 48,000 titles including day-date titles from Hollywood, Korea, Japan, China, Hong Kong, India, premium Sports, blockbuster movies, kids and popular local vernacular programmes. The chart clearly indicates the close proximity Netflix has reached, the competition will nevertheless heat up in coming month. Astro is holding on a string with just 2 or 3 worthy channels namely Astro Sports with the English Premier League and HBO. With HBO GO launched and now competes with the licensee, EPL is an expensive affair that could see a possible migration someday.
Astro can take pleasure with this acknowledgement for now, but dark clouds are brewing for incumbents in the country, days of laying back and enjoying the top position are gone, the broadcaster only needs to turn behind and see who is trailing.
