Kris comeback movie, hyperlocalization to triple subscribers says iflix boss

Cathy Yang, ABS-CBN News

Posted at Mar 27 2018 05:45 AM | Updated as of Mar 27 2018 01:47 PM

MANILA - Video streaming service iflix is banking on "hyperlocalization" to triple its subscribers this year, the company's Philippine head said Monday.

Sherwin dela Cruz, iflix country manager, said unlike their competitors Netflix and Hooq, the company is banking on locally produced and curated content that target Filipino audiences. 

One example of hyperlocalization, he said was a Kris Aquino movie, which will make its debut on the video streaming service.

"We think Kris is a phenomenal endorser," dela Cruz said in an exclusive interview with ANC's The Boss. 

"She is reinventing herself in the digital space and her comeback movie will come out in iflix," he said adding that the company is "on the verge of finalizing all of the production details" of the movie. 

Sherwin dela Cruz, iflix country manager for the Philippines, chats with ANC's Cathy Yang

Aquino, dubbed queen of all media, last appeared in the 2015 Metro Manila Film Fest entry "All You Need is Pag-ibig" by Star Cinema. 

Dela Cruz said that iflix currently has 800,000 active iflix users, and they are looking to boost this to at least 3 million by offering more original local content. 

Along with the Kris Aquino film, iflix is also going to produce a comedy show with 24 local comedians.

"There's a lot of original content in the pipeline. All of them will be hyperlocal." 

Besides offering more Filipino shows and movies, iflix is also looking to offer more free content and "snackable" short form videos such as clips from US magazine show TMZ.

Dela Cruz said that compared to around 5 years ago, Filipinos are consuming more content today. 

"We always look at it as we're consuming twice as much content as our parents and our kids will consume twice as much more content as us," he said.