Djarum Owned E-Tailer Blibli Dives Into Video Streaming; Leverages On Indonesia Open Sponsorship

The move comes shortly after Go-Jek, a company Blibli invested in, launched its own streaming app Go-Play. Blibli’s streaming app, however, is quite limited at the moment and focuses on live streaming matches and content related to Indonesia Open, the nation’s biggest badminton tournament, which the brand has title sponsored since 2017.

The platform will add more content in the future including film, television shows, and music videos. A recent trend in Indonesia from on-demand services such as Go-Jek and Grab, is to make a dive into the entertainment world, particularly streaming video content.

Nonetheless, Blibli is the first e-commerce platform to launch a standalone video-streaming app in Indonesia. Blibli is the fifth-biggest e-commerce site in Indonesia after Tokopedia, Shopee, Bukalapak, and Lazada, with over 38m monthly visitors, according to a recent e-commerce ranking by iPrice.

According to ASN data, Blibli has the 3^rd largest share (8.7%, ~US$1.7m) for the Retailer: E-Commerce category in the Indonesian sponsorship market—however, with the exception of a US$1m+ annual deal with the Indonesian Open, it has been involved in a spate of withdrawals— making the gulf between Traveloka (57.3%) and Shopee (25.8%) more ominous.