TikTok partners with iFlix to reach audiences in Southeast Asia

TikTok, the short-video platform operated by Chinese tech major Bytedance, announced that it has partnered with video-on-demand service iFlix to bring short videos to audiences in 13 countries across Southeast Asia.

Photo credit: TikTok

Through the partnership, TikTok’s short videos – which cover various categories like travel, comedy, pets, sports, and lifestyle – will be available to Southeast Asian viewers via a dedicated “iFlix and TikTok Present” channel under the iFlix Snacks library. More programs will be available during the year, according to a statement.

“This increasing trend [of short-form content] is a precursor for consumer consumption habits all over the world, and more and more companies are beginning to leverage this as part of their content strategy,” said Cheah Sheau Mei, user and content operations manager of TikTok Malaysia.

According to a report that cites app intelligence firm Sensor Tower, TikTok has a big market in Southeast Asia, with around 190 million installations as of last year.

The move is TikTok’s first attempt at reaching audiences through an over-the-top platform, according to the statement.

For iFlix, the partnership is another step forward in the company’s enterprise content strategy, according to the statement. Iflix offers TV shows, movies, and local originals in 13 countries, covering Malaysia, Indonesia, the Philippines, Thailand, Brunei, Sri Lanka, Pakistan, the Maldives, Myanmar, Vietnam, Cambodia, Nepal, and Bangladesh.

TikTok is currently available in over 150 countries and regions in 75 languages.