Streaming and digital media platforms across Southeast Asia are ramping up local content production and acquisition to capture a young, mobile‑first audience and differentiate themselves in an increasingly crowded market. Industry data show that premium video‑on‑demand (VoD) subscriptions in the region’s five key markets — Indonesia, Malaysia, the Philippines, Singapore and Thailand — reached about 55.9 million by mid‑2025, with more than 1.5 million net new subscriptions added in the second quarter alone.
Media Partners Asia’s ampd measurement service reports that Korean and local content remain the main drivers of engagement and subscriber growth. Korean dramas accounted for roughly 35% of total viewing hours in Q2 2025, while in markets such as Indonesia and Thailand, 44–46% of users engaged with local titles, reflecting strong appetite for regionally produced series and films. Platforms including Netflix, Vidio, Viu, TrueID, iQIYI and regional telco‑bundled services are investing heavily in originals and local‑language adaptations to build loyalty and reduce churn.
Local storytelling has become a critical competitive lever. Streaming services are commissioning genre‑diverse slates — from youth dramas and horror to romance and social‑issue narratives — that resonate with domestic audiences and increasingly travel across borders. Thai series, for example, are seeing growing viewership not only within Thailand but also in Indonesia and other ASEAN markets, while Indonesian platforms like Vidio are deepening engagement through youth‑oriented and action originals.
The region’s demographic profile and device usage further support this strategy. Southeast Asia’s large base of young, digitally savvy consumers relies heavily on smartphones and, increasingly, connected TVs, making it fertile ground for ad‑supported, freemium and subscription models. As home broadband penetration and 5G coverage expand, streaming platforms are experimenting with bundles, telco partnerships and short‑form and sports offerings to grow revenue per user and share of viewing time.
Global and Chinese‑origin streamers are also stepping up local investments to capture market share. Chinese platforms, in particular, are leveraging their content libraries and co‑productions to reach diaspora and broader regional audiences, while tailoring catalogues and marketing to local tastes. Analysts expect that the next phase of competition will hinge on the depth and quality of local content pipelines, as well as on the ability to navigate tightening regulations around data, censorship and competition.
