iflix launches ad supported version to support its business in emerging markets

iflix has launched iflix 3.0, an ad support version of its video-on-demand service to support its business in emerging markets in a complete product evolution from the traditional Subscription Video on Demand (SVOD) model to a mass market platform.

Specifically created for over one billion consumers in emerging markets, iflix says its new model will see advertisers have the opportunity to engage with millions of users on its platform through unique, integrated, targeted, premium content and commercial partnerships.

According to iflix Group Co-founder and CEO, Mark Britt: “When we began iflix, we naively believed that the Western entertainment model could easily succeed in emerging markets, and that price would be the primary customer pain point. Looking back now, we realise how superficial that view was. Fast forward nearly three years. Having now served 30,000 years of content to more than 12 million customers across 30 markets, we have a much deeper understanding of the localisation requirements, and infrastructure, payments and authentication issues within our territories.”

The new deal will allow premium brands take up advertising opportunities through comprehensive 360 degree offerings with brand and product integration within original local and regional content, premium video placements including pre-roll, native video content cards in app, as well as contextually targeted presenting partnerships.

iflix 3.0 will also introduce iflix FREE, a free tier with unique new features and content, allowing users to preview, explore and discover new content, including a Movie of the Day curation, premium short form content comprised of Originals, leading formats and programs from around the world, including QYou, Complex Media and great Korean series, with more to come very soon as well as local programs from popular local content creators from around its regions.

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iflix 3.0 will also have original iflix content and localized formats, including the incredibly popular series Hot Ones and many others and iflix snacks – new formats designed specifically for the mobile first audience.

The firm says all content its will be produced and managed through its recently announced short-form content studio, Studio 215. The studio will produce an estimated 2,000 pieces of original short form content by the end of the year, with 50 new pieces of content added to the site daily by June.

All content on iflix’s new free tier will be available to all users to enjoy, regardless of their subscription status. With over 5,000 assets available at launch, and on track for 10,000 on offer by year end, iflix FREE offers users one of the largest libraries of curated, premium content, completely free of charge.

iflix is also launching its Live Hub featuring Linear local free-to-air and pay TV channels across both free and paid tiers. Live premium sporting competitions and events including Football Malaysia, cricket, World Cup, Olympics coverage, NBA action and much more and Live premium events including local and regional concerts and competitions.

“The data and learnings we’ve acquired from solving these challenges, today enables us to build a product exclusively for emerging market customers and challenge many of the traditional metaphors that exist within our industry,” said iflix Group Co-founder and CEO, Mark Britt.

“Working with over 300 content distribution partners, iflix 3.0 aims to offer content owners and creators a rich, dynamic platform to reach customers and monetise their content, whilst driving user growth and daily viewing habits with a huge selection of new, original, exclusive and highly addictive content,” Britt added.

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iflix Africa users are saved out of the deal as Econet Media’s Kwesé recently acquired a significant stake in iflix Africa, making it part of Kwesé’s diverse broadcast offering, as the core vehicle to deliver seamless mobile experiences to millions of viewers in Africa.

With operations in Nigeria, Kenya, Ghana and South Africa, iflix offers users an extensive collection of local African and international series and movies, including first-to-market exclusive programming. However, uptake has been low due to iflix’s poor marketing strategies compared to its competitors Showmax and Netflix.

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