Astro, Malaysia’s pay-television service provider, Astro has announced a strategic partnership with China’s leading video streaming site iQiyi to localize iQiyi’s services.
According to their agreement, Astro customers in Malaysia will be able to use their local accounts to log i to the international version of the iQiyi app, and a variety of animation and cartoons, original dramas, international films and original variety shows that appear on the iQiyi platform.
iQiyi launched the international version of their app in June of this year. Through the app users can access intelligent search features and sub-titles in multiple languages. The app supports Chinese, English, Indonesian, Malay, Thai and Vietnamese, and iQiyi says they will add additional languages in the future.
The partnership with Astro Malaysia will help iQiyi to expand and strengthen its international presence and offer better entertainment services for overseas markets. The company says that it has distributed more than 2,000 episodes of original content to more than 200 territories since 2017.
Chinese tech giant Baidu, is one of iQiyi’s investors, and according to Baidu’s third-quarter earnings report, iQiyi had105.8 million Chinese users in September 2019, an increase of 31% over 2018.
IQiyi is not new to Malaysia. Before it entered into the strategic partnership with Astro it had launched a content channel on Astro that hosted a variety of popular Chinese programs. This has resulted in more than 2 million users watching iQiyi’s content on Astro.
Astro provides more than 5.7 million households in Malaysia and company officials have said that if the partnership with iQiyi is successful that it can be a model that may allow them to work with television and video partners from other countries in the future.
Astro content will also be streamed through the iQiyi app, and Malaysia’s tourism officials are said to be looking at how they can leverage Malaysian content to educate Chinese consumers about Malaysia an why they should consider Malaysia for their next Asian vacation.