Parent firm of Muslim Pro app enters SEA streaming race

Bitsmedia, the Singapore-based tech company behind Muslim lifestyle app, Muslim Pro, has officially launched a new global subscription video on demand (SVOD) entertainment streaming service — Qalbox. It offers a range of content that celebrates Muslim identities and cultures globally. Available in Singapore, Malaysia and Indonesia, Qalbox embraces the diversity of Islam and aims to provide content creators and creatives with a platform to share authentic Muslim stories.

Qalbox’s content library showcases diverse representations and nuances of Muslims worldwide, from the Western world to Southeast Asia. Among the types of content offered include documentaries, scripted programmes, movies, children’s animations, as well as Quranic recitations and supplications.

According to co-CEO Nik Emir Din, Qalbox provides access to ad-free content, and multi-streaming capabilities. The SVOD streaming service is available within the Muslim Pro app, giving Muslim Pro users two services within a single app.

Qalbox has been available to Muslim Pro users globally since July 2022 through our soft launch, meaning that anyone who has access to the Muslim Pro app could also choose to subscribe to Qalbox.

The library of content available on Qalbox includes stand-up comedy Maz Jobrani: Pandemic Warrior; TV series Little Mosque on the Prairie; documentaries like Tehran Stories, Hidden Algeria and A Goal for Freedom - Women’s Football in Kabul; and children’s animation series Ibn Battuta, and more.

In celebration of local Southeast Asian content, Qalbox has partnered with content partners Astro and Pixel Play for Malaysian and Indonesian films such as Seandainya Kau Ada (2021), Aku Bunga (2020), Cinta Paling Agung (2015), Hijab (2015), Jilbab Traveller: Love Sparks in Korea (2016) and many more in the coming months. However, content titles from Astro will not be available to Qalbox subscribers from Malaysia, Singapore, and Brunei. 

Co-CEO Fara Abdullah currently leads and oversees all commercial and business development efforts including 360 integrated marketing communications activities for Qalbox and Muslim Pro. She is supported by Abdullah Zaidani, senior manager for marketing communications who manages the marketing communications department consisting of four teams - PR, content, digital marketing, and community.

The main team is based in Singapore, but the company has supporting members in its key markets including Indonesia, Malaysia, and the US. All teams drive marketing, PR, and community outreach efforts as a cohesive unit across all markets, yet with strong localisation. 

"As we only recently launched, we are not so much focused on growing subscribers but rather on introducing the right features for our users and having great content that resonates with them. Ultimately, it is our priority that our users have the best experience with Qalbox. Nevertheless, it is encouraging to know that we have had over three million unique users accessing Qalbox in our first month of soft launch," Qalbox's spokesperson explained.

Nik Emir Din said by creating entertainment platform catered for Muslims, the company aims to provide content through a distinctly Muslim lens that takes into account various cultural nuances.

Fara said Qalbox seeks to deliver a comprehensive, curated, and diverse scope of genres for the global Muslim community, to discover and enjoy on a smart and secure streaming platform.

"We aim to provide a platform for Muslim film makers and creators to shine their light and give Muslims around the world a voice in the ever growing digital space. With Qalbox, we hope to inform and entertain subscribers through these stories," Fara said.

“We are excited to be a part of this journey together with Qalbox. It’s a unique opportunity to have content that features Muslim voices from Southeast Asia reach a global audience,” said Bront Palarae, CEO of Pixel Play.

“We at Astro always strive to elevate our work to the next level, and we are excited to be in partnership with Qalbox to present the best of Malaysian content to Muslim communities and audiences around the globe. We trust this initiative would not only provide entertainment value to audiences, but will also introduce our local culture to the world," said VP, Malay Nusantara Business and head of Astro Shaw, Raja Jastina Raja Arshad.

Bitsmedia is headquartered in Singapore and has a presence in Kuala Lumpur and Jakarta. Its Muslim Pro app has over 130 million downloads worldwide in over 190 markets.

While Qalbox's niche is Muslim-centric content, the new streaming platform still needs to contend with other players in the market including Netflix, Disney+, HBO GO, iQIYI, Viu as well as Sooka and Suke TV in Malaysia. OTT and streaming is definitely set to grow in the next few years. According to independent research firm Media Partners Asia, Asia Pacific's online video industry revenue is expected to grow by 16% year-on-year this year to hit US$49.2 billion. SVOD revenue is predicted to reach US$19.1 billion by 2027 in Asia Pacific excluding China and US$36.5 billion with China.

Qalbox's spokesperson told A+M that the platform is not just an on-demand video streaming platform that hosts Muslim-focused content. In fact, it is also part of a wider suite of holistic Muslim lifestyle solutions by the Muslim Pro app such as prayer times, direction of prayer, and Quran recitations.

"We occupy a unique position in the faith-based streaming category by delivering comprehensive, curated, and diverse genres to Muslims globally. Through Qalbox’s all-encompassing faith-based content library, we hope to bridge, inspire, embrace and celebrate the diverse Muslim community through authentic representations of their lived realities and experiences, scripted or otherwise," the spokesperson explained.

More recently, Indian subscription streaming service Aha launched in Malaysia, offering Telugu and Tamil language content. It also plans to invest in local content as well as boost the Tamil content industry in Malaysia. Aha is also eyeing Singapore and the Middle East next.

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