Betting Big on Vernacular Content

GOING LOCAL

Betting Big on Vernacular Content

Major online video platforms set sights on vernacular content as appetite for local and regional titles increases. 'Local is a very, very big category,' executive director and co-founder of Media Partners Asia Vivek Couto shares his insights.

When it comes to content, Hollywood titles have, for a long time, dominated the library of operators. But that might come to an end with increasing demand for fresh and differentiated vernacular content across the Nusantara and ASEAN region. "Asian (content) is definitely continuing to grow, led by Korea, China and India," says Couto at Comma 2017. "The Hollywood or international category commanded 60 to 70 percent of content demand a few years ago. But that is coming down. The...

SUBSCRIBE NOW FOR UNLIMITED ACCESS
Existing subscribers click on Sign In