GoPlay's descent from Netflix-beater to tragicomedy

Gojek envisioned its streaming service GoPlay as another means to trap users in its ecosystem. But six months after launch, GoPlay is still struggling to find direction, with a limited catalogue including some not-so-original originals

GoPlay has a limited catalogue but its regular monthly subscription is expensive, costing IDR 89,000 (US$5.50)

Its current flagship series is not an original, but a remake of the 2007 hit American drama show Gossip Girl

Former employees and people in Indonesia’s film industry say the inception of GoPlay was chaotic

Some partners were forced to shelve projects they had already begun working on, as GoPlay struggled to find direction

It didn’t exactly receive a standing ovation. When Indonesian multi-service platform Gojek launched its video streaming app GoPlay in September 2019, the reception was lukewarm.

GoPlay only has a 3.3/5 rating on the Google Play Store, the worst among Gojek’s family of consumer-facing apps. The reviews, especially in the early weeks after launch, were riddled with complaints about bugs and lack of content.

GoPlay was envisioned as a rival to American streaming giant Netflix, but with more local content for Indonesians. It was ambitious from the beginning, given that Gojek’s expertise was in ride-hailing and food delivery, and not the content business.

AUTHOR

Nadine Freischlad

Nadine is based in Indonesia. She covers Southeast Asia's super apps, the changing nature of work and employment, and other structural shifts happening as a result of digital disruption.

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