Kuala Lumpur-based Astro Malaysia Holdings has entered into a strategic partnership with Chinese streaming giant iQiyi.
Under the terms of the deal, Astro will have exclusive rights to deliver iQiyi content across TV and streaming platforms in Malaysia, including the launch of an iQiyi-branded channel.
Marking iQiyi’s first international channel, the service will encompass a wide range of the Chinese streamer’s original content, including drama, variety shows and internet movies.
Several iQiyi original dramas, including Story Of Yanxi Palace, The Golden Eyes and The Legend Of White Snake, are already popular in Malaysia, which has a large Chinese-speaking audience. Under the new partnership, Astro will have access to more iQiyi content, such as talent show The Rap Of China 2019 and dramas Sword Dynasty and The Files Of Teenagers In The Concession.
Astro reaches 23 million individuals and 77% of Malaysian households across TV, OTT, radio, digital and e-commerce platforms, and is increasing its presence in the rest of Southeast Asia.