Southeast Asia‘s premium video-on-demand market noticed strong progress in 2024, with whole trade revenues leaping 14% to $1.8 billion and viewership hitting 440 billion minutes, in keeping with recent information from Media Companions Asia (MPA).
Netflix dominated the panorama with a 52% viewership share and 42% income share, whereas capturing practically half of all new subscriptions in This fall. The corporate closed 2024 with greater than 12 million subscribers throughout Southeast Asia’s 5 key markets.
Indonesia emerged as the most important income generator at $552 million, adopted by Thailand with $473 million. The expansion story was primarily pushed by sturdy efficiency in Indonesia, the Philippines, and Malaysia, which helped offset a minor slowdown in Thailand.
The fourth quarter of 2024 proved notably dynamic, including 3.2 million new SVOD subscriptions and bringing the regional whole to 53.6 million. Warner Bros. Discovery’s Max made a splashy debut in November 2024, snagging 26% of This fall’s new subscribers, notably in Thailand. The service ended the quarter with over 1.4 million subscribers, with progress anticipated to speed up in 2025 as new originals like “White Lotus” Season 3 roll out.
Whereas Netflix dominates, competitors is intensifying. Native participant Vidio led Indonesia with 4.7 million subscribers in 2024, whereas regional competitor Viu closed the 12 months with 9.5 million prospects. Disney+ maintains a strong 10% income share following service repackaging.
Korean content material continues to drive vital viewership, with reveals like “Queen of Tears,” “My Demon,” and “Gyeongseong Creature” performing strongly on Netflix. U.S. content material accounts for 20% of premium VOD viewership, whereas Southeast Asian and Chinese language content material are gaining traction, notably within the freemium phase. Japanese anime stays in style, particularly on SVOD platforms in Thailand.
“Southeast Asia’s streaming panorama is evolving quickly,” stated Vivek Couto, govt director of MPA. “Whereas Netflix has solidified its management place, the class is rising with the entry of Max and the scaling of native and regional platforms like Vidio, Viu and TrueID. The following part of progress shall be fuelled by the growth of related TV and residential broadband penetration. Continued funding in native/Asian content material and premium sports activities, led by Netflix and key native and regional platforms in Indonesia, Thailand, and Malaysia, will additional stimulate progress. The trade can also be exploring new methods targeted on short-form content material and bundling partnerships to draw and retain subscribers.”
