iflix partners Complex Networks to boost original content offering

iflix has partnered with youth culture media company Complex Networks, to create localised versions of its video series such as Sneaker Shopping and Complex Closets. Complex produces over 30 daily and weekly series and is available on YouTube and social media.

The partnership will see a "significant expansion" of iflix's original content offering, affirming its focus on developing compelling, highly addictive and hyper-local programming for Millennials and Gen Zs, nearly 90% of which come from emerging and developing markets in Southeast Asia, Africa and the Middle East.

Available to iflix's audiences for free, the all-new original series will be featured in a newly created premium, dedicated Complex branded channel, which will additionally showcase the network’s most popular global series.

The new production slate includes Hot Ones, the interview show where celebrities eat increasingly hot wings while answering questions, and launches this Fall in Malaysia, Indonesia and the Philippines. The localised format will feature a new familiar local host and popular regional hot sauces will be added to the line-up alongside Hot One’s The Last Dab.

According to Craig Galvin, iflix's global head of short form, the company's production house Studio2:15 will be working with Complex to experiment and play, "break rules" and create new content.

Besides Hot Ones, here are the other list of iflix licensed formats:

  • Sneaker Shopping spotlights the styles and significance of sneaker culture through the eyes of celebrities in music, sports and pop culture;
  • Complex Closets goes inside the closets of the biggest pop culture figures today to talk about the shoes that define their style;
  • Don't Believe the Hype tells consumers what is "hot" and not from sneakers and clothes to technology and food;
  • Get Sweaty, features the hottest celebrities getting fit in the coolest gyms;
  • Price the Hype is a game show for contestants to prove their knowledge through trivia and challenges, with money and sneakers on the line.

"Raised through the convergence of the internet, mobile technology and social media, Millennials and the youth generation are well-informed global citizens on the verge of decision-making roles and their prime spending years, inevitably carrying a high lifetime value. We’re thrilled to be working with Complex, a market-leader to meet this demand," Sean Carey, iflix's group chief content officer, said.