Malaysia’s largest pay TV operator, Astro Malaysia Holdings, is looking to start a streaming service to take on deep-pocketed, international rivals such as Netflix and Amazon Prime. According to a report by Nikkei Asia, Astro is planning to launch a new streaming service sometime in 2021. The service will mainly focus on the original content made by the pay-TV company. This includes their numerous productions spanning multiple genres such as movies, series, and variety shows. Naturally, the main audience Astro is looking at for now, is the Malaysian audience.

Astro’s ability to subsidize local content production and its understanding of the market gives it and added advantage over global competitors. The report by Nikkei also pointed out that Astro is relying on its knowledge on the Malaysian market as well as its extensive customer, marketing, and sales reach in order to attract other content providers. Astro will be a natural partner to welcome any companies that are seeking to enter the Malaysia market . Astro has so far partnered with HBO GO and China’s iQIYI which aligns with Astro’s efforts to position itself as a “super aggregator” of digital content.

As it enters the Streaming (known in the industry as over the top (OTT)) it will be looking at catering to different groups which have emerged. This can be seen from the pricing strategies adopted by its competition which caters to unique groups with different psychologies. However, it seems that one thing that may take anyone by surprise, the pay TV operator isn’t going to banking on its brand for the streaming service opting to go with a completely new brand.