Southeast Asia Streaming Grows 19%, Indonesian Content Rivals K-Dramas

The premium streaming market in Southeast Asia experienced substantial growth in 2025, fueled by an increase in paid streaming accounts, expanded adoption of connected TVs, and a significant year for locally produced content, according to data from Media Partners Asia and its measurement platform AMPD.

Paid streaming accounts in Indonesia, Thailand, the Philippines, Malaysia, and Singapore saw a 19% year-over-year increase, surpassing 61 million in 2025. Indonesia led in new account additions and total watch time consumption, while Thailand and the Philippines also contributed to the growth. In saturated markets like Malaysia and Singapore, operators focused on enhancing user activity and revenue rather than adding new subscribers.

Viewers in Southeast Asia consumed 4.2 billion hours of premium streaming content in the last quarter of 2025, marking an 8% increase from the previous quarter. Netflix experienced a 14% rise in regional viewing, iQIYI saw a 10% increase, and Indonesian service Vidio had the sharpest growth at 24%.

Indonesia’s streaming subscriber base expanded to 26.9 million accounts, with platforms like Netflix, Vidio, Viu, and iQIYI all contributing to the growth. In Q4 2025, Indonesian productions matched Korean programming in viewership share, with several local originals ranking high among the top-performing titles. This shift signifies the increasing commercial viability of Indonesian content in driving subscriber acquisition and retention.

Dhivya T, lead analyst at MPA and AMPD, noted the growing importance of local originals in driving acquisition and engagement in Southeast Asia. Korean content remained popular, but local productions in Indonesia and Thai content also demonstrated strong cross-border appeal. Chinese dramas continued to be a key engagement driver across multiple markets.

Netflix maintained its position as the leading streaming service in the region, with strong subscriber numbers, monthly active users, and total watch time. Viu secured the second spot regionally, benefiting from the popularity of Korean dramas and targeted local productions.

Among Indonesian platforms, Vidio led in subscribers and monthly active users, while iQIYI regained momentum in subscriber and viewership numbers in the latter half of 2025. Thai productions achieved significant international reach, particularly through horror films and series on Netflix.

Connected TV usage saw a notable increase in Southeast Asia, with viewers increasingly turning to larger screens for streaming content. This shift was most pronounced in Indonesia and the Philippines, highlighting the evolving viewing habits of audiences in the region.

The industry saw increased consolidation, with a few platforms dominating subscriptions and viewing activity. This trend indicates a consolidation around a small group of leading streaming services in the Southeast Asian market.