Back in May, the dynamic del Rosario siblings of Philippine entertainment — children of the legendary producer and businessman Vincent 'Boss Vic' del Rosario — announced another staggering milestone for their streaming site, Vivamax. President and COO Vincent del Rosario, alongside Senior Vice President for Content Creation Valerie del Rosario of Viva Communications Inc., proudly revealed that their homegrown app had officially surpassed 11 million subscribers and continues to grow stronger.

An impressive achievement indeed, given that Vivamax only launched in January 2021, this milestone raised two questions from yours truly: First, does this unexpected development finally prove that Filipinos now prefer to consume their movies online? And more importantly, should Viva reconsider the effort they continue to pour into the struggling cinema industry, especially since they are doing more than their fair share to lure audiences back to the big screen?