The TRT-owned platform launched with 30 exclusive original productions and in few months has reached three million subscribers in Turkey.
After its launch last May, TRT’s tabii, the new AVOD platform from the Turkish public broadcaster, is set to move forward to new territories, having found a huge amount of success locally, thanks to a huge library, that combines TRT’s huge output, with 30 exclusive originals.
tabii offers 15.000 hours of content locally and aims to reach 5.000 hours internationally at the end of its first year
“Subscribers can enjoy a vast selection of entertaining content in various genres including action, period, drama, sci-fi, comedy, mystery, romantic comedy, and thriller,” explains Elif Tatoğlu, tabii’s Director of Brand Marketing. “Accompanying licensed content and beloved TRT productions, exclusive tabii originals bring in new perspectives with stories.”
tabii originals include: Rumi, The Last Day, The Little Archer: Iskender, Reckoning, Akif, Marriage et al., Dayton, Gilani the Ascetic, Golden Apple: The Great Conquest, Off-White, Young Ibn Sina, Modern Tales of the East, Say No More, Independenta, The Supporting Actor, Univers-illy, Ramazan Bey’s Mansion, The Biltmore Hotel Assasination, Metamorphosis, The Estranged, The Flop-Out, The Raven: Deep Darkness, The Network, Deep Purple, The Gate, Green Sea: Millennium, The Return of Jalal al-Din Khwarazmshah, Altay, Free Sky, and Land of Loyals.
The platform is planning to jump into the global stage, starting with MENA, by the end of the year and earlier 2024, while moving from its current model (AVOD) to different SVOD packages.
What is your evaluation of the first six months of tabii?
Our journey so far has been truly inspiring, and tabii is leaving its mark on Türkiye’s digital landscape as the platform that launched with the highest number of original productions. In addition to the extensive TRT library, offering a line-up of 30 exclusive original productions is unprecedented. In a matter of months we reached close to 3 million subscribers in Turkey, and we anticipate further growth as we progress to the next phases of our strategy, taking our mission of diversity, unity, and inclusivity to the global stage.
After launching as a free service, has the business model already changed or can you share how it will change in the future?
In Türkiye, tabii is presently offered as an AVOD service. However, in the future, we are exploring various packaging options, including ad-supported and premium subscription-based (SVOD) models for the local market. For our global expansion, we plan to go to market with SVOD packages.
What territories have access to tabii? What are its expansion plans?
The full streaming service is available in Turkey via the tabii app or tabii.com website. For global audiences, it is initially accessible via third-party platforms such as YouTube and Roku, at an affordable subscription fee in multiple languages. We will initiate our beta version in select markets during Q4, followed by a broader launch in Q1 of 2024. In the initial phase, our marketing efforts will be focused on the MENA region with other markets to follow later in 2024.
What kind of localization tools does the platform offer for non-Turkish speakers?
In line with our mission for international accessibility, the global streaming service tabii strives to bring billions of audiences together by localizing all our shows in multiple languages. In our initial phase we are localizing into Arabic, Spanish, English and Urdu. More language options in dubbing and subtitling will be available soon to further expand tabii’s reach.
What is the profile of the audience that tabii looks to attract?
tabii targets an audience that is young, digitally connected, urban, interested in global stories that reflect diversity, and always discovering new content and stories. There are huge fans of Turkish content all over the world who seek to explore and learn about Türkiye and Turkish culture which can be seen by the growing popularity of Turkish shows in regions like MENA, Latin America and Asia. We strive to satisfy this demand as well as cater to first time viewers. We also aim to switch the traditional TV audience to digital in line with current global trends. In line with our mission for international accessibility, the global streaming service tabii strives to bring billions of audiences together by localizing all our shows in multiple languages. More language options in dubbing and subtitling will be available soon to further expand tabii’s reach.
What kind of content can we find on the platform?
With more than 30 original productions ranging from the lives of beloved historical figures to superheroes’ struggles against global disasters, action-packed productions to dystopian dramas, animations for kids to entertaining content for youth, tabii was launched in Turkey in May 2023. On top of the exclusive originals, all seasons and episodes of TRT’s beloved legacy flagship shows like Resurrection: Ertuğrul, The Innocents and Barbaros: The Sword of the Mediterranean’s can be watched on demand on tabii along with the latest episodes of current popular TRT series such as An Anatolian Tale and Come What May In addition to these current popular series everything on TRT Channels including exciting live programming such as news and sports events can also be watched via the live channels on tabii.
Can you share details about the original content on the platform?
TRT has always prioritized the creation of high-quality content, marked by its unique and award-winning productions. With the introduction of our new playmaker, tabii, our strategy is to build upon the winning formula of producing high-quality content that can be enjoyed by various family members across different generations. tabii’s slogan “Stories That Bond Us” is about finding common ground through shared narratives and using those stories as a catalyst to build relationships, foster understanding, and strengthen global communities which highlights tabii’s commitment to using storytelling to unite people across cultures.
Do you plan to distribute this content after a period of time?
We do not plan to license our content; instead, we are keen on establishing partnerships and exploring potential cooperation opportunities with telecommunications companies, local OTT providers, as well as pay TV operators. For languages we do not currently offer, we are open to localization partnerships.
Will tabii function as a second-window for TRT dramas or other genres?
In addition to tabii originals, all seasons and episodes of TRT’s beloved legacy flagship shows can be watched on demand on tabii as well as the latest episodes of current popular TRT series, not to mention the vast library of TRT Kids. Along with CUTV and boxset of these current popular TRT series, everything on TRT Channels including exciting live programming such as news and sports events can also be watched via the live channels on tabii.
