Even with the rise of locally produced content throughout the Asia-Pacific area, Hollywood studios and streaming services continue to gain momentum in this region via smart collaborations and localized approaches, as stated by industry leaders during the APOS summit.
The panel with Chris Taylor, Managing Director APAC for NBCUniversal Television Distribution; Amanda Laing, Managing Director of Streaming and Broadcast at Nine Entertainment; Adam Herr, Senior Vice President of Distribution APAC at Sony Pictures Entertainment; and Toshi Honda, Chief Operating Officer of Japanese streamer U-Next, depicted a multifaceted yet encouraging scenario for American content.
"Definitely, there’s an acknowledgment that there’s a group of people you still need to cater to, as they strongly desire access to top-tier content,” stated Taylor after assuming his new position in APAC. “Even as these platforms expand significantly, with a focus initially on local content, we remain optimistic about our prospects within the Asia-Pacific area.”
The executives pointed out significant disparities among markets within the APAC region. As Herr stated, "Each area and each nation varies greatly. What succeeds in Japan differs from what thrives in Korea, which in turn contrasts with strategies effective in India."
Australia remains a strong market for Hollywood productions, according to Laing from Nine Entertainment who mentioned that "half of our new subscribers sign up to view high-quality scripted content" on their streaming platform Stan. She highlighted series such as "Breaking Bad" and "Yellowstone" as major attractions.
Nonetheless, the approach differs among various platforms. As Laing explained, "Every segment within our company demands distinct kinds of American content." He further clarified that their strategies for free-to-air and multiple channel services necessitate differing programmatic methods compared to those used for their premium streaming options.
Sony and NBCUniversal both highlighted the significance of localization in boosting engagement. To cater to the Indian audience, Sony has made substantial investments in dubbing content into multiple languages, including not only English and Hindi but also Tamil and Telugu.
We’re discovering that audience involvement is significantly greater as we offer content that viewers can follow and comprehend more readily," Herr stated. "This is a strategic move for the long term to ensure that Hollywood remains robust.
Taylor voiced agreement with this view, emphasizing that "adapting locally as much as possible is completely essential." They also expressed optimism that advancements in AI tech could streamline these adaptations in a more budget-friendly manner.
In Japan, U-Next's Honda emphasized the ongoing influence of major box office hits in both cinema halls and streaming platforms. He stated, “These blockbusters bring in revenue and attract new subscribers.”
Honda pointed out that movies such as "Mission: Impossible" along with various large-scale franchise properties keep contributing substantially to gaining new subscribers, whereas HBO’s original shows aid in maintaining user loyalty.
The leaders highlighted the increasing significance of digital marketing and concise content formats across various platforms such as YouTube and TikTok. Sony has committed resources to more than 12 YouTube channels in India, amassing over 400 million views from segments and episodes of "Shark Tank," along with over 100 million views for their rendition of "Who Wants to Be a Millionaire."
As per Herr’s explanation, we’re not competing against one another; instead, our competition lies in capturing people's attention. Whether it involves engaging audiences through platforms like TikTok or developing robust YouTube channels for distributing our content, both strategies enhance interaction.
Every participant highlighted the significance of more profound strategic collaborations in future endeavors. "It’s not merely about us selling you something," Herr stated. "Our aim is to ensure success."
Laing echoed these thoughts, recalling insights gained through the challenges of COVID-19: "It was then that our partnerships truly shone; individuals acted towards one another in ways beyond what any legal agreement could stipulate. These actions were taken simply because they understood each other as true partners."
The leaders concurred that achieving success in the Asia-Pacific market necessitates adaptability, deep insights into regional markets, and an openness to testing novel approaches for distributing and promoting high-quality Hollywood material without compromising its superior standards and attractiveness.
"We have the responsibility to think very innovatively and from different angles, approaching problems uniquely," Taylor emphasized, underscoring the necessity of fresh strategies in today’s highly competitive media environment.
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