By Riz Reyes
Tribe, a mobile over-the-top (OTT) video streaming service with Asian content, said it recently marked milestone when it achieved one million app downloads in the Philippines.
Steve Santos, Tribe?s country manager, said in an interview on May 19 during the company?s first anniversary celebration that the popularity of Korean shows such as the K-drama and K-Pop shows was the major growth driver for Tribe?s local operations.
?The funny thing is we knew that we have a lot of Korean content for the Philippine market. We never thought it would be a super hit. We knew that when we enter the market, Korean content would be a hit among the local users. But we never knew that this would be crazy,? Santos said.
?When we entered the market, we really intended to tap the millennial base which is why the roster contains a lot of Korean shows like Anime, K-dramas, among others,? he added.
The app?s rich content slate currently includes the Tribe-exclusive Korean series Strong Woman Do Bong Soon, K-dramas Uncontrollably Fond and Heard it Through the Grapevine, and the second season of the popular Anime Attack on Titan.
Santos also pointed out the app?s combination of linear and on-demand type of programming suits well with the local audience.
?Tribe users in the Philippines really love the app?s linear experience, specifically the Korean entertainment channels like K-Plus, KBS, and TvN as they can catch the latest K-drama and K-pop shows as these are aired in Korea. If they miss an episode, they can always catch up via our video-on-demand library,? Santos explained.
Powered by leading content and consumer group Astro Malaysia Holdings Berhad and launched in the country back in December, this feat is testament to the unique sell of Tribe ? offering both linear and on-demand programming. Those behind the app also thank its loyal users for helping them reach this milestone.
?As Tribe celebrates its first year anniversary in the region and expects continued growth, we are thankful to our partners and audiences,? Iskandar Samad, chief executive officer of Tribe, said in a press statement.
?We truly owe the drive and inspiration to expand reach and develop custom offerings to our digitally savvy audiences who continue to be vocal about what they wish to watch in our app.