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SEA Streaming Surges: Local Shows Steal Spotlight
11 Feb
Summary
- Southeast Asian paid streaming accounts grew 19% in 2025.
- Indonesian productions matched Korean content in viewership.
- Connected TV viewing hours increased significantly across the region.
The Southeast Asian premium streaming market experienced significant growth in 2025, driven by a 19% increase in paid accounts, reaching over 61 million across key markets. Indonesia was a primary driver of this expansion, while Malaysia and Singapore focused on user engagement over new subscribers.
In the final quarter of 2025, Southeast Asian viewers consumed 4.2 billion hours of premium content. Notably, Indonesian productions achieved a 30% viewership share, equaling that of Korean programming, a substantial rise indicating the growing commercial viability of local content.
Connected TV adoption has accelerated, becoming a more significant platform for longer viewing sessions and diverse content consumption, particularly in Indonesia and the Philippines. This evolution in viewing habits contributes to the market consolidation, with a few dominant platforms capturing the majority of subscriptions and activity.
