Asian streaming leader iQIYI’s first local original Rampas Cintaku concluded its season with a resounding success of over 100M digital views, marking its position as the top local title that Malaysians are willing to pay for.
This is a solid start for the OTT platform’s pipeline of local originals, paving the way for local originals to have substantial revenue stream potential for iQIYI in Malaysia.
Based on the Asia Video Content Dynamics 2022 report, from January to July 2022, Malaysia recorded a total of 2.4 billion hours of video streamed. While OTT consumption in Malaysia has been dominated by English and Korean content, over the years, iQIYI has seen a rapidly growing demand and preference for local content amongst Malaysians. A number of Malay dramas have garnered great success on the streaming platform, with Rampas Cintaku making its mark as the most profitable Malay drama.
During its entire 14-episode run, the series consistently topped the iQIYI Malaysia charts within the top 2 spots. The drama was also trending on TikTok throughout the season.
Taking a page out of China’s playbook, iQIYI constantly leads innovative changes to shape a sustainable business model that is unique to the Asian content ecosystem. From renovating a consumer-friendly scheduling, revamping flexible paywall designs, to rolling out Sorry Naik Lori, the brand’s latest content integration partnership collaborating with foodpanda Malaysia, iQIYI looks to showcase the best of Southeast Asia and its monetisation potential to a broader audience.
(Image: iQIYI)
