Iflix ready to debut new tiered fee structure for 3.0

On-demand video service Iflix is set to introduce a new business model offering free content alngside exclusive (VIP) content in a bid to increase revenue.

“This new model will bring Iflix to the 3.0 era with a new user interface and tiered subscription content,” said Artima Suraphongchai, country manager for Iflix Thailand.

The free content is offered in different styles, such as free episodes, free first episodes and short-form videos that users enjoy via sponsorships, advertising or product placement from brands.

Iflix also offers top football matches from the Premier League and La Liga through a partnership with BeIN Sports.

Ms Artima said Iflix’s Thai demographics are made up mostly of Gen Y (25-34) and millennials (18-24), representing 34% and 33%, respectively, followed by Gen X (35-44) at 14%, teens (up to age 18) at 12%, Gen Jones (45-54) at 5% and baby boomers (53-64) at 2%.

Each viewer spend 124 minutes per day, or 2.5 days per week at average, with peak viewing time at 9pm to 1am.

Top genres are drama, Korean, Thai, kids and anime.

Mobile is used to access Iflix by 69% of users, 20% use web, 11% on TV.

The Android and iOS breakdown is 72% and 28%, respectively.

Ms Artima said viewers od VIP content will be charged rate 100 baht per month, or 1,000 baht a year.

As of June 2018, Iflix was operating in 28 countries. The service is used by 15 million people, up from 6.6 million in 2017 and 2.3 million in 2016.

Until June, Iflix had streamed 2.2 billion minutes in total since launching, up from 500 million minutes in 2017, and 200 million minutes in 2016.