Premium VOD revenues in Southeast Asia in 2024 surged by 14% to achieve $1.8BN, with Max having an encouraging debut, based on the most recent report by Media Companions Asia (MPA).
Max’s launch within the area noticed it seize 26% of This autumn internet buyer additions throughout the area, though Netflix continued to dominate, capturing 48% of This autumn internet additions.
Indonesia led the market with $552M in income, adopted by Thailand at $473M, with MPA information taking account of each subscription and promoting revenues throughout 5 markets in Southeast Asia. Income progress was fuelled by Indonesia, the Philippines and Malaysia, offsetting a slight slowdown in Thailand.
The MPA report additionally discovered that This autumn 2024 was a interval of great enlargement, with 3.2 million internet new SVOD subscriptions added, bringing the regional complete to 53.6 million in SEA, a rise of 12% year-on-year. Complete viewership elevated by 7% year-on-year to achieve 440 billion minutes in 2024.
“Southeast Asia’s streaming panorama is evolving quickly,” mentioned 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 subsequent section of progress might be fuelled by the enlargement of linked TV (CTV) and residential broadband penetration. Continued funding in native / Asian content material and premium sports activities, led by Netflix and key native & regional platforms in Indonesia, Thailand, and Malaysia, will additional stimulate progress. The business can be exploring new methods centered on short-form content material and bundling partnerships to draw and retain subscribers.”
Netflix, which not too long ago unveiled a batch of productions for Indonesia and Thailand, ended calendar yr 2024 with 12 million prospects mixed throughout Southeast Asia’s 5 main markets.
Warner Bros Discovery (WBD)’s Max entered Southeast Asia in November 2024 and captured 26% of This autumn internet buyer additions, pushed by sturdy efficiency in Thailand. Elevated engagement and subscriber progress are anticipated this yr, as new originals debut together with White Lotus Season 3 launch, and extra WBD pay-TV prospects activate the app in key markets. Max ended This autumn with greater than 1.4 million subscribers throughout the area.
Korean content material stays standard, particularly exhibits on Netflix and Viu, whereas US content material accounts for 20% of total premium VOD viewership, pushed by Netflix, Disney+ and Prime Video.
Southeast Asian and Chinese language content material is on the rise, capturing a rising share of freemium viewership and SVOD subscriber acquisition on platforms resembling Vidio and Viu. Japanese anime can be performing nicely, notably on SVOD platforms in Thailand.
