The premium video-on-demand (VOD) market in Southeast Asia is experiencing a remarkable surge. In the second quarter of 2025 alone, the region added over 1.5 million new subscribers, nearly double the growth seen in the previous quarter. The data was released by Media Partners Asia (MPA) through its measurement platform, AMPD.
So, what’s fueling this streaming boom? Let’s break down the key highlights.
K-Dramas Still Reign Supreme
If it feels like everyone around you is watching Korean dramas, you’re not imagining it. In Q2, K-dramas accounted for 35% of total streaming hours across Southeast Asia. This love for Korean content is consistent across the region’s five key markets: Indonesia, Malaysia, the Philippines, Singapore, and Thailand.
However, it’s not just about Korea—local content is gaining traction too, especially in Indonesia and Thailand. In both countries, 44–46% of active users spent time watching locally produced content.
Over 3 Billion Hours Watched
In just three months, total viewing time across all screens — connected TVs, smartphones, laptops, and tablets — reached an impressive 3.1 billion hours. This signals a dramatic shift in how people consume entertainment in the region.
Notably, connected TV platforms are playing a major role in boosting viewer engagement, particularly in Indonesia, Thailand, and the Philippines.
Netflix on Top, But Competition Grows
Netflix remains the market leader with 12.8 million subscribers in Southeast Asia. But the competition is heating up.
Viu is gaining serious momentum, with 9.9 million subscribers and especially strong growth in Indonesia and Thailand. Following close behind is iQIYI, which is also expanding rapidly in those same markets.
Together, these three platforms accounted for more than 60% of total new subscriber growth in Q2 2025.
Disney+ and Vidio Refuse to Be Left Behind
In the Philippines, Disney+ achieved notable success thanks to targeted promotions and the strength of its franchises. While its growth has been more stable in other countries, Disney+’s strategy in the Philippines stands out as one to watch.
Meanwhile, Indonesia’s own Vidio has become a local star. With 5 million paying subscribers, it holds over 20% of the premium VOD engagement share in the country. Its secret? A smart mix of sports content, original local series, and strategic content acquisitions.
Rising Demand for Local Content: Thai Series Go Global
Another key insight: Thai series are increasingly gaining popularity across borders. Platforms like Netflix and iQIYI have helped amplify the reach of Thai content throughout neighboring countries.
There’s also notable “content exchange” between Malaysia and Indonesia, particularly in horror and religious drama genres.
This suggests that Southeast Asian content has strong potential to compete regionally—and even globally. And it’s more than just potential; the numbers are already starting to prove it.
Freemium Platforms Still Reign
Good news for fans of free (but legal) streaming: freemium platforms like WeTV, iQIYI, and Viu remain highly popular. Chinese dramas are the main attraction here, drawing in large audiences—especially among non-premium users.
Thailand: True ID Has the Most Subscribers
While True ID holds the largest subscriber base in Thailand, its growth is beginning to slow. On the other hand, Netflix leads in viewer engagement with a 43% share, followed by Viu and iQIYI.
Interestingly, HBO Max is also gaining traction in the market through bundling deals with mobile operators.
Smarter Data with New Measurement Technology
All this data comes from AMPD, MPA’s analytics platform, which has just upgraded its measurement system to include Connected TV (CTV) data starting this quarter. This makes the insights even more accurate and reflective of actual user behavior across all devices.
With skyrocketing subscriber growth, strong engagement, and increasing demand for local and regional content, Southeast Asia is proving to be a highly dynamic and promising market for VOD services. And soon, it’s not unthinkable that hit shows from the region will become must-watch content around the world.
