Another entertainment app enters the Vietnamese market

The online entertainment market in Vietnam has just recorded a new name, promising to create more competition for the already vibrant OTT service group with many international brands.

Vietnam is considered one of the fastest growing digital content consumption markets in the region, with a forecasted size of billions of USD in the next few years. The popularity of the internet, along with personalized entertainment consumption habits, is promoting a series of platforms to participate in exploitation.

In the context of the online entertainment market in Vietnam entering a period of fierce competition, YeaH1 Group officially introduced the MangoPlus application, hoping to create a new "gateway" connecting domestic audiences with the flow of Asian entertainment culture. The application will be launched on Google Play and AppStore on September 26, 2025.

The emergence of the new application shows that domestic businesses do not want to miss out on this "piece of cake", which has long been dominated by foreign services such as Netflix, Disney+ or IQIYI. The difference lies in the clear positioning: focusing on Asian content and designing experiences specifically for Vietnamese audiences.

Partner units join hands to develop a generation of international idols from Vietnam

In the initial phase, the Group has signed cooperation agreements with a number of regional partners to release many popular programs from China, Korea, Japan, and Thailand. Some famous reality TV formats will have exclusive versions for the Vietnamese market for the first time.

In parallel, the domestic production team also develops its own programs, with the goal of not only serving domestic audiences but also aiming for the ability to export to international markets. This is considered a step to increase competitiveness, while paving the way for Vietnamese content to participate in the global entertainment flow.

Ms. Nguyen Que Tien - CEO of YeaH1 Digital Content Division, and Deputy Director of MangoPlus affirmed: "For MangoPlus, globalization does not mean simple import. It is a parallel journey, both cooperating to learn advanced technology and affirming Vietnamese identity through storytelling through products that are competitive enough at the international level."

Unlike the traditional approach, the new application emphasizes interactivity. Viewers can directly participate in some of the programs being broadcast, transforming the experience from "watching" to "living with". In addition, the personalized recommendation system is developed to better suit the habits and tastes of young Vietnamese audiences - a user group that accounts for a large proportion of the population structure.

Experts say the addition of another domestic company will make the OTT race in Vietnam more intense. The advantage of domestic platforms is understanding tastes and consumer habits, but the challenge lies in convincing audiences to pay for paid services - something many Vietnamese users are still hesitant about.

New app enhances viewer interaction

PHOTO: LE NAM

In addition, competing with international giants requires businesses to continuously invest in copyright, technology and user data security. These are vital factors to build trust and create long-term differentiation.

According to the survey, the young generation in Vietnam is not only interested in international entertainment content but also seeks cultural empathy from the Asian region. This trend has paved the way for platforms that focus on connecting lives, stories and idols close to Vietnamese people.

Source: https://thanhnien.vn/them-mot-ung-dung-giai-tri-gia-nhap-thi-truong-viet-nam-185250924074316258.htm