Filipinos are streaming more than ever—and Filipino producers are creating more content than before.
Since the pandemic, Filipinos have been actively using streaming platforms, with local services achieving record-high streams and subscribers. The last few months, alone, have ushered incredibly rapid progression of non-linear entertainment.
Vivamax, Viva Entertainment’s streaming service, for example, has quickly become one of the country’s top digital streaming services. In August, the platform announced that it already surpassed 600,000 subscribers, making it the number one entertainment app in the Philippines on GooglePlay. In October, that number skyrocketed to 1 million in 71 countries.
Following its shutdown last year, ABS-CBN has further expanded its online presence by creating Kapamilya Online Live on YouTube and Facebook, which makes Kapamilya shows available for public consumption. It has also made iWantTFC, free for all, in the Philippines. It’s a move largely seen to invite more users to the platform, while allowing more advertisers to place ads on the platform, thereby making it a potent revenue stream.
Vivamax and iWantTFC aren’t the only ones enjoying the current streaming boom in the country, as global streaming giants, Netflix, Viu, iQiYi, and WeTV are similarly experiencing an upward trend in traffic and popularity. This surge is seen as largely the reason for these platforms to produce more Filipino content. Cross-platform collaborations are quickly becoming a common practice these days, with local producers inking co-production deals with international streaming platforms.
ABS-CBN is undoubtedly at the forefront of this digital era which sees the rise of at-home entertainment services. This year, alone, it has struck landmark deals, with various streaming giants, including Netflix, WeTV, and iQiYi. Earlier this year, Kapamilya primetime programs, are made available to stream on iWantTV. Two new web series—Hello Heart and Saying Goodbye—made possible through ABS-CBN’s collaboration with Asian streaming powerhouse, iQiYi, are also underway. A partnership between ABS-CBN’s Dreamscape Entertainment and iQiYi, is also set to bring the musical drama, Lyric and Beat, in 2022.
On Netflix, Filipino content is increasingly becoming more visible on the platform. It’s a strategic move to accommodate the rising demand for local content as domestic consumption also shoots up. Aside from Vivamax and iWantTFC, smaller streaming apps like Upstream, POP TV, and GagaOoLala are also actively producing more Filipino content.
This sudden surge of traffic is to ensure in the following months or years as non-linear entertainment continues to attract more users. The question is, ‘are Filipinos leaving traditional TV, including pay television to migrate, completely to streaming services?’. The sharp drop in television viewership since the pandemic seems to suggest that that may be the case.
And with local production companies becoming increasingly active in meeting local demands for online content, there is a great possibility that streaming platforms will overtake traditional television as the primary source of entertainment for more Filipinos.
