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Brilio targets millennials with live video broadcasting

By Joe Wadakethalakal

Jakarta, Indonesia


When we first launched Brilio in March 2015, our focus was solely on written content. Our strong editorial team contained extensive experience from leading publishers, and written content was what we knew best. We saw a clear gap in the market for content focused on millennials in Indonesia, and we aimed to fill that space.

Over the past 18 months, we have seen this strategy succeed far beyond our initial expectations. By the end of November 2016 we had more than 114 million monthly pageviews to our platform across all of our distribution channels. Our monthly pageview traffic had grown more than 76 times from the site launched date.

During the early days of Brilio, our primary concern was in finding our voice. Our goal was to make sure that we were genuinely in touch with our audience and producing the kind of content they wanted. Today it is clear that our voice resonates with a massive and growing audience in Indonesia. And while maintaining that voice is a critical part of our business, we want to continue to innovate our voice in different formats to take our business to the next level. engages the Millennial audience in Indonesia through live video broadcasts. engages the Millennial audience in Indonesia through live video broadcasts.

This is what drove us to move aggressively into video in early 2016, as we found that our audience engages more with videos than other media formats. When we launched our video segment in March 2016, we were producing about five videos per month. In those first months, our best videos achieved around 100,000 views.

By November 2016, our best videos were organically generating more than 4 million views and 30,000 shares. By December 2016, we were producing more than 40 videos per month — a number that will continue to grow as long as our audiences show a preference for video content.

Live streaming video clearly engages the younger audience, and has proven a successful strategy for
Live streaming video clearly engages the younger audience, and has proven a successful strategy for

We are still at the very beginning of our video journey, but we are now poised for our next big leap: live broadcasting and taking on television head-to-head via digital live platforms.

In a few key ways, today’s opportunity in digital live video is similar to what we saw in text 18 months ago. Audiences worldwide are embracing live broadcasts online. Since Facebook launched its live format in May 2016, the number of active users on their live platform quadrupled. Although Instagram only launched its livestreaming feature, Instagram Stories, in August 2016, one month later the platform had more than 100 million daily active users.

Yet there are currently only a few players focused on creating high quality content for digital live platforms, and among those who are active, there is no clear leader among Indonesian millennials. Crucially, those active players are simply moving TV formats online, instead of creating content formats tailored for the new platforms.

We see this as evidence that the ongoing transition in the viewing behavior of Indonesian millennials from analog to digital will only accelerate. Digital video will be one of the most valuable media formats in Indonesia, and live video will play a key role in making this a reality. We intend to be a key player in this space. 

About Joe Wadakethalakal

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