Messaging app company Line continues to build out its business beyond its core chat service after it launched a YouTube-like video service in Thailand. The company, which claims 181 million active users worldwide, is evaluating plans to introduce similar services in other markets.
Available via Android and iOS apps and on the web, ‘Line TV’ features a range of TV shows, dramas and music videos from Thailand, Japan and Korea, including critically the acclaimed Hormones and videos from popular K-Pop band Super Junior. Line isn’t saying precisely how many shows or episodes are in its library, but a spokesperson told TechCrunch that it is growing its catalogue on a daily basis.
Line TV is integrated with Line’s messaging app, as you’d expect. For example, users can easily share content with friends via Line, while videos contain information about the actors within them, such as quick links to find and follow their official accounts within the Line messaging app.
With Netflix yet to launch in Southeast Asia, it would be easy to claim that Line is ‘taking on’ the U.S. company with this service, but actually it is more akin to YouTube. The app — which was soft-launched a few months ago — is free to use and doesn’t contain banner ads. Line is initially monetizing the service using some pre-roll advertising.
Line said that it is evaluating future business models for the service. It did not comment on the possibility of a paid-for offering, but the fact that it has its own in-app payment service puts Line in the position to pursue a premium content play at a later date.
For now though, the company is sourcing content for the service three ways. It is paying a handful of content providers, including as GMM Grammy, to license shows exclusively. Others are providing older content on a revenue-sharing basis.
Finally, Line is working on its own content — which will include tapping into the characters in its sticker sets, which already have their own cartoons and regularly feature in adverts.
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