Regional SVoD service iflix, which operates in the Middle East and Asia, is flooding its catalogue with new content in its battle to maintain a lead over Netflix. Following an initial boost to subscribers from the rights to Malaysian and UK Premier League soccer, which iflix acquired in Q1 2018, the Malaysian-based SVoD service has acquired a raft of new content. Since August 2018, the volume of content less than one year old in the iflix catalogue has increased substantially, from 1,400 titles in August 2018 to 7,437 titles at the end of December 2018, with a particular focus on feature-length content. As a proportion of the company's total offer, new content now makes up 56% of iflix's catalogue compared to just 11% for Netflix. With its recently opened regional headquarters in Cairo, the Middle East is likely to be a strong area of focus for iflix's content strategy in the coming year.