VISION+, Indosat bet on content bundling to capture the streaming audience

As Indonesia's appetite for digital content grows, VISION+ - the OTT platform under MNC Group - has inked a strategic partnership with telecom giant Indosat Ooredoo Hutchison (IOH) to make premium streaming more accessible to a mobile-first nation.

Under this new collaboration, VISION+’s content - ranging from global sports and box office hits to its locally produced originals - will be bundled directly into Indosat’s digital ecosystem, rolling out across its mobile and digital distribution channels starting May 2025.

“This partnership is a strategic step for us to deliver added value to customers, by combining Indosat’s strong connectivity with high-quality entertainment from VISION+ in one complete package,” said Clarissa Tanoesoedibjo, deputy CEO of VISION+, in a release.

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It’s a classic bundling move, one that’s increasingly popular among telcos in emerging markets: offer more value through entertainment, and keep subscribers close. Recently, in the Philippines, PLDT Home launched a campaign featuring its Fibre Netflix Plan 1599, bundling unlimited fibre internet, landline calls, and Netflix access - part of its move to adapt to the evolving digital habits of local households.

For Indosat, the partnership supports its push to expand digital offerings and engage users through integrated content experiences. Ritesh Kumar Singh, director and chief commercial officer at IOH, sees it as a way to deliver entertainment that travels with the user.

“Through this partnership, customers can now enjoy access to exclusive content, live channels, and on-demand entertainment - combined with the strength of IOH’s network - offering greater value, convenience, and entertainment anytime, anywhere,” he said.

More than just a distribution pact, the collaboration includes tailored promotions and product integrations via myIM3, Indosat’s consumer app, targeting both prepaid and postpaid segments. This hints at a broader play to deepen brand stickiness through entertainment-driven engagement.

The two companies also position this move as part of a wider ambition to grow Indonesia’s digital economy. With millions of users navigating digital services via smartphones, bundling quality content with data plans may be a timely formula.

Indonesia’s OTT industry is rising from a valuation of US$870 million in 2020 to a projected US$16.4 billion by 2031, fuelled by a 31.3% CAGR. This rapid expansion underscores a major shift in how Indonesians consume media and digital services.

With over 200 million internet users and deep smartphone penetration across the archipelago, the country offers one of Southeast Asia’s most lucrative OTT markets. The adoption of low-cost smartphones, faster and cheaper internet, and rising disposable incomes are reshaping digital consumption habits, from video streaming to online gaming and digital banking.

For VISION+, the competition is also fierce. Major players such as Netflix, Amazon Prime Video, Viu, Vidio, Mola TV, CatchPlay, and Iflix are already jostling for attention, each bringing their own mix of global content, local originals, and platform innovations.

Recently, Indosat has also been ramping up its AI initiatives across Indonesia, launching an AI Experience Centre in Papua, hosting the nation’s first AI Day for the Mining Industry, and using AI to manage network traffic during Eid. With support from global partners such as NVIDIA and Accenture, the company aims to train one million Indonesians by 2027, with an ambition to become an “AI Native TechCo” and a key driver of digital transformation nationwide.

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