The recent APOS conference in Bali wrapped up yesterday, showcasing insights from some of the most influential figures in the Asian streaming market. A dominant theme emerged throughout the discussions: a pressing need for collaboration among industry players.
During their presentations at the opulent Ayana Resort in Indonesia, representatives from major companies such as Warner Bros Discovery, Prime Video, U-Next, Viu, and Canal+ emphasized the importance of partnerships in attracting and retaining subscribers.
Gaurav Gandhi, Vice President for Prime Video in the Asia Pacific and MENA regions, shared that Amazon is adapting its strategies across the diverse landscapes of the APAC market. He remarked, “There are different stages for Amazon in this region, and thus, our strategies vary based on our journey.”
In a panel also featuring Yosuke Ishibashi, Head of Content for Prime Video Japan, Gandhi elaborated on Amazon’s evolution from a goods provider to a content powerhouse. He stressed that in Japan, “It’s crucial to prioritize partnerships and collaboration.”
Among the six main components of Prime Video Japan, Gandhi highlighted the channels business, which has successfully integrated prominent anime platforms into its offerings. He cited the original manga adaptation Oshi No Ko, noting that its sequels debuted in theaters through a partnership with Toei. He also pointed out that The Silent Service, Amazon’s inaugural original Japanese film, premiered as a theatrical release via Toho before transitioning to the streaming model.
James Gibbons, President of APAC at Warner Bros Discovery, echoed the sentiment for collaboration. Earlier in the week, it was announced that the Max streaming service would expand into five new territories within the APAC region—Hong Kong, Taiwan, and Australia—following its launch in Japan through a collaboration with local streaming service U-Next.
Gibbons stated, “We firmly believe that content is pivotal for audiences not just in APAC but globally.” He added that the partnership with U-Next is designed to align Max with a broad content offering for subscribers.
In this collaborative landscape, Gibbons indicated that both Warner Bros Discovery and U-Next will work together to source content from Japan for global distribution on Max. “It’s a mutually beneficial relationship,” he explained. “We are partnering to take content to a worldwide audience.”
U-Next COO Toshi Honda, during his keynote, outlined how the alliance enables his company to deliver high-quality Hollywood content while simultaneously promoting Japanese offerings on a global stage.
As U-Next continues its path with approximately 4 million subscribers in Japan, Honda explained their strategy of “total coverage” that focuses on creating a broad content library with extensive offerings in local and U.S. films, as well as anime. Honda also highlighted the service’s recent exclusive seven-year deal for the English Premier League and FA Cup.
In addressing the unique dynamics of the Indian market, Viacom18 executives Kiran Mani and Kevin Vaz emphasized the need for international players to grasp the regional nuances before entering. They pointed out that platforms like Netflix and Prime Video have made strides, but Paramount’s decision to sell its stake in Viacom18 and not introduce Paramount+ in India reflects a cautious approach.
Mani, CEO of Digital Ventures at Viacom18, highlighted, “Global models don’t work in India.” He warned that failing to demonstrate commitment could hinder success in the Indian market. “We can attract the audience, but we need partners who are genuinely invested in this long-term journey.”
Vaz added that India is characterized by immense linguistic and cultural diversity, suggesting that market strategies need to account for these complexities. He noted that while the Indian streaming market has seen remarkable growth, it remains in its early stages.
“There are over a billion people in India, yet the subscription market reaches only about 50 million,” Mani observed. “People may perceive it as a non-subscriber market. The reality is that it often takes several years for consumers to feel comfortable with spending.”
He also pointed out that many barriers to subscription adoption are not related to content but stem from trust issues with payment systems and platforms. “Many OTT services have yet to establish that necessary trust in terms of content variety, reliability, and security,” he said.
The emphasis on collaboration and partnership at APOS resonates with the comments from Vivek Couto, the event’s host and Executive Director of Media Partners Asia. He reflected on the unique landscape of the region, stating that Asia is both exciting and distinct from the rest of the world as millions of consumers embark on their individual journeys.
The APOS conference, which took place from September 24 to 26, attracted key players from the entertainment and technology sectors across the APAC region, solidifying its reputation as a leading platform for strategic dialogue and industry insights.