The premium streaming market in Southeast Asia experienced a significant 19% year-over-year growth in 2025. This surge brought the total number of paid accounts to over 61 million across the region. Indonesia emerged as the primary engine of this growth. The country dominated new account additions and claimed the largest share of total watch time. Data from Media Partners Asia and the AMPD platform shows a landmark shift in viewer behavior where local Indonesian productions now compete directly with South Korean dramas for the top spot in viewership.
Indonesia’s streaming subscriber base has expanded to 26.9 million accounts. A historic milestone was reached in the final quarter of 2025 as Indonesian original productions equaled Korean programming in viewership share at 30% each. Both content types reached nearly identical portions of the user base. Several Indonesian titles placed among the top-performing titles of the quarter. This shift reflects a meaningful improvement in content quality and rising audience confidence in local storytelling. Homegrown productions have become essential drivers for both acquiring and retaining subscribers.
Local Content Powerhouse and Evolving Habits
Vidio has solidified its position as a major powerhouse in the Indonesian market. The service saw a 24% increase in viewing time during Q4 2025. This growth allowed Vidio to record the second-highest streaming hours in the entire Southeast Asian region. It trailed only Netflix in this metric. The platform's success is fueled by a robust library of Indonesian originals and live sports programming. Currently, Vidio leads all local Indonesian platforms in both subscribers and monthly active users. It also ranks second only to Netflix in revenue generation within the country.
The way Southeast Asian audiences consume content is also undergoing a substantial shift. While mobile devices remain the dominant platform, Connected TV (CTV) adoption is rising rapidly. This trend is most dramatic in Indonesia and the Philippines. Living room viewing on large screens is becoming central to the streaming category's evolution. This change results in longer individual viewing sessions and greater interaction with episodic series and feature films.
Across the broader region, other markets showed varying trends. Thailand and the Philippines contributed consistent incremental expansion. In Malaysia and Singapore, where markets have reached saturation, operators focused on boosting user activity and revenue rather than adding new subscribers. Thai productions achieved the strongest international reach within the region. Over 11 million viewers from outside Thailand consumed Thai horror films and series. Overall, the industry is consolidating. Three to four platforms now capture roughly 70% of subscriptions and viewing activity across the market.
