After its very quiet rollout in Malaysia midway through 2019, followed by Indonesia a little while later, some might have forgotten that Chinese streamer iQiyi has ambitions to take on Netflix head-to-head across Southeast Asia.
Today iQiyi made clear that its regional expansion is still in motion, announcing the appointments of three country managers that will help it grow across five Southeast Asian markets. They are (left to right in photo, below):
Dinesh Ratnam, overseeing iQiyi in Malaysia, Singapore, and Brunei
Steven Zhang is country manager for Indonesia
Sherwin Dela Cruz is country manager for the Philippines
iQiyi, which generates revenue from a mix of advertising and subscriptions, faces big streaming rivals in Southeast Asia such as Netflix, iFlix, WeTV, Viu, HBO Go, and Viki. Still in the very early stages of its expansion, iQiyi has a lot of catching up to do. Another challenge for services that rely on advertising is that brands are spending less on ads right now in a bid to preserve cash amid the Covid chaos – indeed, the ad-spending collapse looks set to be bigger than during the 2008 financial crisis.