Local heroes – the true force in regional markets

Local heroes

There are a number of video services that are finding success by producing original content that has broad appeal across multiple markets while accommodating local flavours. However, a significant share of eyeballs are focused on catch-up, TV and VOD services that produce content with real local relevance. Be it Globo in Brazil, ALTBalaji in India, iQiyi in China or ivi.ru in Russia – they all are important “local heroes” in their part of the world.

Content is something which is very much regional and subject to different cultures, tastes, familiar actors – and quite a few of them were around before Netflix or Amazon hit their markets. They are well-known and loved brands that have built a strong base of viewers and have libraries that are highly attractive in their region.

There are nuances in many local markets that mean global streaming services can find it difficult to be successful, which is partly due to market mechanics and the strong local presence of domestic streaming giants. China is a prime example here, with SVOD services reaching higher numbers of subscribers in their domestic market than others have combined globally – which is also in part a result of the difficult market entry for international services.

At ACCESS we believe in the need to provide compelling content and packages that people love and cherish which are relevant to them – which also rings true for an in-car entertainment experience. Our Twine™ for Car In-Vehicle Infotainment (IVI) platform is heavily focused on connecting the right content to key automotive markets and use cases.

The importance of partnering with local heroes is something we have learned from our experience in Smart TV app stores and is a key principle we are now successfully applying to automotive. Be it Germany, UK, Japan, Korea, China or Russia – they all have different video, TV and catch-up services and we are the ones bringing them to vehicles.

While car OEMs are doing a good job at building connected services around in-car experiences, navigating content rights across multiple territories is a whole other ballgame. But they can rely on a partner like ACCESS to provide compelling content services in all territories.

Feel free to reach out for more information on our country packages and solutions for in-car entertainment and app stores.

You can find out more about ACCESS Twine™ for Car on our website.

About the author:

Sven Eckoldt is Global Product Director at ACCESS Europe, where he leads the content strategy for ACCESS’ automotive product development. Prior to joining ACCESS, he spent over a decade working in the media industry focusing on new media and video services, both from a broadcaster’s point of view during his tenure at Deutsche Welle and RTL II, and from the platform side while at Media Broadcast/freenet TV.. Follow him on Twitter / Linkedin