Indian OTT platform Aha breaks into Malaysia, reportedly eyes SG next

Indian subscription streaming service Aha has launched in Malaysia. The streaming platform offers Telugu and Tamil language content and plans to invest in local content as well as boost the Tamil content industry in Malaysia, Bernama reported. This will be done by using local talents and production houses.

Quoting Aha CEO, Ajit Thakur, Bernama said he stressed the platform's commitment to leading a "robust localisation effort" to solidify its branding in Malaysia. Aha enters a competitive streaming market which now has Disney+ Hotstar, Netflix, HBO GO, iQIYI, Viu, Sooka and Suke TV vying for consumers' attention.

Nonetheless, it remains undaunted as Aha's unique proposition is based on offering 100% local entertainment, Thakur said. He added that Aha Tamil also provides viewers with 100% Tamil web series and movies. Aha was founded in India two years ago and launched with a full Telugu catalogue.

At the same time, Thakur explained that the Malaysia expansion was "a logical next step" due to the country's large Tamil-speaking population, Variety reported. At the same time, the streaming platform also has eyes on Singapore and the Middle East. Aha is not aiming to be a South Indian nor a regional platform, Variety said. Instead, it plans to take on a hyperlocal strategy and wants to "build and invest in the creative community".

The streaming platform is currently viewable in over 100 territories, including the US. According to Variety, it has 10 million monthly active users and 2.3 million of them are paying subscribers. The company expects to break even by the fifth year of operation and Thakur described the sweet spot to be 60% subscription revenue, 30% ad revenue, and 10% from syndication, Variety said. 

Aha also has an ad-based video on demand (AVOD) model which it launched a few months ago. This AVOD model meets the needs of consumers, especially those in Southeast Asia, since 88% of them in the region are open to seeing ads in exchange for free content, according to The Trade Desk's study. Among the 88%, 89% are willing to watch two or more ads per hour of free content. A+M has reached out to Aha for comment.

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