Go-Jek Enters Content Business, Soon to Launch Go-Play

Go-Jek is entering video-based online content business on-demand, like Netflix or HOOQ. The expansion is triggered to secure Go-Jek position as all-in-one service for Indonesians, with Go-Pay as the primary e-wallet. The service will be named Go-Play with a subscription business model.

According to Go-Jek's SVP of Acquisition and Development, Michy Gustavia, during Asia-Pacific Video Operators' Summit, Go-Play will allow users to subscribe to digital content by daily, weekly, or monthly payment.

Go-Jek has made a special unit called "Go-Studio" to handle the content production, but also open for collaboration with other local creators and production house. Go-Jek will use the existing data to analyze users' habit and produce content accordingly.

The 95% of contents are Indonesian films. Some of those are related to the activity inside Go-Jek's ecosystem. For example, the first documentary film is about the high rate of canceled order for women's drivers. The problem is to be analyzed through data and the study will be delivered through the film.

With a strong users' penetration, company's internal data shows there are 9.5 million active users per December, and the expanding payment system, Go-Jek aims to be a digital service accommodating various needs of the communities.

– Original article is in Indonesian, translated by Kristin Siagian