The Asia-Pacific region has seen a surge in local content production in recent years, but Hollywood studios and streaming platforms are still finding success through strategic partnerships and localization efforts. At the recent APOS summit, industry executives discussed the complex yet promising landscape for U.S. content in the region.
Chris Taylor, Managing Director of APAC for NBCUniversal Television Distribution, highlighted the importance of servicing audiences who still crave the best content, despite the rise of local programming. He expressed confidence in the Asian market’s potential for growth and success.
The panel also emphasized the diversity of markets within the APAC region, with each country having its own unique preferences and viewing habits. Adam Herr, Senior Vice President of Distribution APAC at Sony Pictures Entertainment, pointed out the differences between what works in Japan versus Korea or India.
In Australia, Hollywood content remains popular, with Nine Entertainment’s Amanda Laing noting that premium scripted shows like “Breaking Bad” and “Yellowstone” drive new customer acquisitions for their streaming service Stan.
Localization was a key theme of the discussion, with both Sony and NBCUniversal investing in dubbing content for specific markets. This approach not only increases engagement but also ensures that audiences can easily understand and enjoy the content.
The executives also highlighted the importance of digital marketing and short-form content on platforms like YouTube and TikTok. Sony’s investment in YouTube channels in India has generated millions of views for popular shows like “Shark Tank” and “Who Wants to Be a Millionaire.”
Strategic partnerships were deemed essential for success in the APAC region, with a focus on collaboration and mutual support. The COVID-19 pandemic underscored the value of strong partnerships, as companies worked together to navigate challenges and support each other.
Overall, the executives agreed that flexibility, understanding of local markets, and a willingness to experiment with new distribution models and marketing strategies are crucial for success in the competitive content landscape. Innovative thinking and creative approaches will be key in driving growth and engagement in the region.
