Premium VOD revenues in Southeast Asia in 2024 surged by 14% to succeed in $1.8BN, with Max having an encouraging debut, based on the newest report by Media Companions Asia (MPA).
Max’s launch within the area noticed it seize 26% of This fall web buyer additions throughout the area, though Netflix continued to dominate, capturing 48% of This fall web 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 fall 2024 was a interval of great enlargement, with 3.2 million web new SVOD subscriptions added, bringing the regional complete to 53.6 million in SEA, a rise of 12% year-on-year. Whole viewership elevated by 7% year-on-year to succeed in 440 billion minutes in 2024.
“Southeast Asia’s streaming panorama is evolving quickly,” mentioned Vivek Couto, Government 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 following part of progress might be fuelled by the enlargement of related 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 also be exploring new methods targeted on short-form content material and bundling partnerships to draw and retain subscribers.”
Netflix, which just lately unveiled a batch of productions for Indonesia and Thailand, ended calendar yr 2024 with 12 million clients 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 fall web buyer additions, pushed by robust 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 clients activate the app in key markets. Max ended This fall with greater than 1.4 million subscribers throughout the area.
Korean content material stays widespread, specifically exhibits on Netflix and Viu, whereas US content material accounts for 20% of general 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 reminiscent of Vidio and Viu. Japanese anime can also be performing effectively, significantly on SVOD platforms in Thailand.
