Netflix leads Southeast -Asia streaming income to $ 1.8 billion
The Premium Video-On-Demand Market of Southeast Asia saw robust growth in 2024, with the total industrial turnover from 14% to $ 1.8 billion and viewers reaching 440 billion minutes, according to new data from Media Partners Asia (MPA ).
Netflix dominated the landscape with a share of 52% and 42% revenue share, while capturing almost half of all new subscriptions in Q4. The company closed 2024 with more than 12 million subscribers in the five important markets of Southeast Asia.
Indonesia emerged as the largest turnover generator for $ 552 million, followed by Thailand with $ 473 million. The growth story was mainly driven by strong performance in Indonesia, the Philippines and Malaysia, which helped compensate for a small delay in Thailand.
The fourth quarter of 2024 turned out to be particularly dynamic, which added 3.2 million new SVOD subscriptions and brought the regional total to 53.6 million. Warner Bros. Discovery’s Max made a smashing debut in November 2024, with 26% of the new subscribers of Q4, in particular in Thailand. The service ended the quarter with more than 1.4 million subscribers, with the growth expected to accelerate in 2025 while new originals such as “White Lotus” are rolling out season 3.
While Netflix dominates, the competition becomes intensive. Local player Vidio led Indonesia with 4.7 million subscribers in 2024, while regional competitor VIU closed the year with 9.5 million customers. Disney+ maintains a solid revenue share of 10% after re -packaging of the service.
Korean content continues to stimulate considerable viewing, with shows such as “Queen of Tears”, “My Demon” and “Gyeongseong Creature” that perform strongly on Netflix. American content accounts for 20% of the premium vod -viewers, while Southeast -Asian and Chinese content gets a grip, especially in the Freemium segment. Japanese anime remains popular, especially on SVOD platforms in Thailand.
“The streaming landscape of Southeast Asia is evolving rapidly,” says Vivek Couto, executive director of MPA. “Although Netflix has solidified its leadership position, the category is growing with the accession of Max and the scaling of local and regional platforms such as Vidio, VIU and Train. The next growth phase will be fed by the expansion of connected TV and the penetration of the housing width tire. Persistent investments in local/Asian content and premium sports, led by Netflix and important local and regional platforms in Indonesia, Thailand and Malaysia, will further stimulate growth. The industry is also investigating new strategies aimed at short content and bundle partnerships to attract and retain subscribers. “
