The premium streaming market in Southeast Asia gained significant momentum in 2025, powered by a resurgence in account growth, expanded connected TV adoption and a landmark year for locally produced programming, new data from Media Partners Asia and its measurement platform AMPD shows.
Paid streaming accounts across the region increased 19% year-over-year to exceed 61 million across Indonesia, Thailand, the Philippines, Malaysia and Singapore in 2025. Indonesia dominated new account additions and consumed the largest portion of total watch time, while Thailand and the Philippines contributed consistent incremental expansion. In Malaysia and Singapore, where markets have reached saturation, operators focused on boosting user activity and revenue generation rather than adding subscribers.
Southeast Asian viewers consumed 4.2 billion hours of premium streaming content in the final quarter of 2025, up 8% from the previous quarter. Netflix‘s regional viewing jumped 14% while iQIYI climbed 10%, though Indonesian service Vidio posted the sharpest increase at 24%.
Indonesia’s streaming subscriber base expanded to 26.9 million accounts, with Netflix, Vidio, Viu and iQIYI all contributing to the gains. The market reached a historic milestone in Q4 2025 as Indonesian productions equaled Korean programming in viewership share at 30% each, while both content types reached nearly identical portions of the user base at 47-48%. Several Indonesian originals placed among the quarter’s top-performing titles, led predominantly by Vidio’s content lineup, demonstrating how homegrown productions are becoming commercially viable drivers of subscriber acquisition and retention.
“Korean content continued to anchor reach across Southeast Asia in 2025, but local originals are now playing a far more central role in driving both acquisition and engagement,” said Dhivya T, lead analyst and head of insights at MPA and AMPD. “Indonesia stood out this year, with local titles competing directly with Korean dramas at the top of the premium VOD rankings. This is a meaningful shift that reflects improving content quality, stronger distribution and rising audience confidence in local storytelling. Thai content also demonstrated strong cross-border travelability, while Chinese dramas remained a key engagement driver on freemium and hybrid platforms across multiple markets.”
Netflix held its position as the region’s dominant streaming service across all key metrics including subscriber count, monthly active users and total watch time. The platform’s strength came from its combination of global hit franchises, major Korean series and locally acquired content from Indonesia and Thailand. Viu claimed the second spot regionally in subscribers, MAUs and user engagement for 2025, benefiting from consistent appetite for Korean and Chinese dramas alongside targeted local productions.
Vidio led among Indonesian local platforms in both subscribers and monthly active users while placing second to Netflix in watch time and revenue generation. The service recorded the region’s second-highest streaming hours in Q4 trailing only Netflix, propelled by an expanding library of Indonesian originals and sports programming. iQIYI regained subscriber and viewership momentum in the latter half of 2025, especially in Indonesia and Thailand, driven by full-length Chinese dramas, live-action productions, Chinese short-form dramas and Thai series.
Thai productions achieved the strongest international reach within Southeast Asia, drawing 11.1 million viewers from outside Thailand’s borders. This performance stemmed largely from Netflix-licensed and Netflix-produced horror films and series.
AMPD’s expansion of connected TV tracking beginning in Q2 2025 uncovered a substantial shift in how Southeast Asian audiences consume streaming content. Although mobile devices continue to serve as the dominant viewing platform, connected TVs now account for an increasing portion of total watch hours, longer individual viewing sessions, and greater interaction with episodic series, feature films, sports broadcasts and content watched by multiple household members. The growth in connected TV usage proved most dramatic in Indonesia and the Philippines, highlighting how living room viewing on large screens is becoming central to the streaming category’s evolution.
Industry concentration intensified as three to four platforms captured roughly 70% of subscriptions and viewing activity across markets, indicating the sector is consolidating around a small group of leading services.
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