iflix announced a partnership with TikTok, the rapidly growing short-form video sharing social networking platform on Jan 16, 2020. Through this deal, TikTok content will be made available via the online video platform, under ‘iflix Snacks’, its short-form content library. The content includes a TikTok branded collection of curated compilations such as ‘Top Best Woah Challenge’ and covers various categories include travel, comedy, sport, hobbies and lifestyle. Malaysia-based Iflix is an online video service that offers both ad-supported and subscription video on demand services. iflix is currently available in 13 countries: Malaysia, Indonesia, the Philippines, Thailand, Brunei, Sri Lanka, Pakistan, the Maldives, Myanmar, Vietnam, Cambodia, Nepal and Bangladesh.

iflix announced a partnership with TikTok, the rapidly growing short-form video sharing social networking platform on Jan 16, 2020. Through this deal, TikTok content will be made available via the online video platform, under ‘iflix Snacks’, its short-form content library. The content includes a TikTok branded collection of curated compilations such as ‘Top Best Woah Challenge’ and covers various categories include travel, comedy, sport, hobbies and lifestyle.

Malaysia-based Iflix is an online video service that offers both ad-supported and subscription video on demand services. iflix is currently available in 13 countries: Malaysia, Indonesia, the Philippines, Thailand, Brunei, Sri Lanka, Pakistan, the Maldives, Myanmar, Vietnam, Cambodia, Nepal and Bangladesh.

Our analysis

iflix diversifies content to attract younger audience

iflix introduced iflix Snacks - short form video targeting mobile audience - when it launched its free-tier in April 2018. In addition to TikTok, in February 2018 iflix partnered with QYou, a media company that curates and packages short-form video content.

As short-form video content is increasingly popular, iflix is leveraging TikTok content as part of its strategy to attract younger audience. This partnership indicates that iflix recognized the importance of short form content to stay relevant in a changing market.

Even though compilations of TikTok videos are widely available on social media platforms such as YouTube and Facebook, iflix aims to be a one stop platform, catering to the needs of its audience with different interests. For TikTok, the deal allows them to reach new audiences and reduce reliance on more directly competing social platforms for organic exposure.

TikTok to increase distribution channel to reach a larger audience in Southeast Asia

TikTok has been focusing on driving user growth through a high intensity advertising campaign across online and mobile advertising platforms, social and ‘old media’ featuring users and celebrities recruited to the platform. TikTok has also created effective organic marketing through supporting the sharing of TikTok videos on other platforms. IHS Markit Technology estimates that TikTok reached over a billion monthly active users in 2019.

Beyond any financial arrangements, partnership with iflix will provide TikTok with exposure to over 19 million million iflix users in the Southeast Asia region and beyond. This also marks the first time TikTok has partnered with an online video platform. Emerging markets in Southeast Asia have been the target of many companies aiming to grow their business and brands given its large population and fast-growing economy - most notably Indonesia, Vietnam and Philippines.

TikTok has previously leveraged distribution partnerships, including a its partnership with the mobile operators Orange in Poland and Vodafone Italy. Inclusion in zero-rating data programs were used to increase TikTok’s audience. In return TikTok provided in-platform brand advertising and engaged in joint offline marketing activities with the operators.