Video on demand (VOD) streaming service Iflix announced its first 100 thousand users only six weeks after it was launched in Malaysia and the Philippines. The service plans on entering Thailand and Indonesia before the end of this year. For the next five years, Iflix targets to have more than 20 million users.

This Netflix-like service was founded by Malaysia-based Catcha Group. The group has numerous business lines in Indonesia, including rumah123, mobil123, and RumahdanProperti.com. In the meantime, Iflix partners with local cellular operators in Malaysia and the Philippines.

Iflix’s is quite active in the region due to Netflix’s absence and user’ high demand towards internet-based VOD services. The regional competition itself will pair Iflix with SingTel Group’s HOOQ.

Currently, users may access Iflix via desktop and tablet and mobile apps. It recently offers Chromecast bundling package that allows users watch videos on television. Users in Malaysia and the Philippines may enjoy the unlimited service at no more than $3 (less than Rp 36 thousand) per month.

Iflix will soon be available in Thailand, and Iflix Malaysia’s CEO Azran Osman-Rani told Digital News Asia that the service will also enter Indonesia before the year end. Looking at the pattern, it’s most likely that Iflix will partner with XL Axiata upon its expansion in the country, as its CEO was once XL’s Commissioner. The service’s competitor, HOOQ, has even ensured its entrance in Indonesia by partnering with fellow SingTel Group’s business line, Telkomsel.

“Digital world covers more part in the society and the consumption pattern has changed today. Rather than relying on television for news, information, and entertainment, people nowadays turn their attention to their smart devices,” Iflix’s Group CEO Mark Britt commented on Iflix’s growth.

“We expect that the number of smartphone users in ASEAN will reach 240 million by 2018, with 14-38% of them use their phone to watch long videos on regular basis,” he said.