The premium streaming market in Southeast Asia gained significant momentum in 2025. It was a breakthrough year for resurgent account growth, increased adoption of connected TV and locally produced programming, new data from Media Partners Asia and its measurement platform AMPD shows.
Paid streaming accounts in the region grew 19% year over year, reaching over 61 million across Indonesia, Thailand, the Philippines, Malaysia, and Singapore in 2025. Indonesia dominated the number of new account additions and consumed the largest portion of total viewing time, while Thailand and the Philippines contributed steady growth. In Malaysia and Singapore, where markets reached saturation, carriers focused on generating revenue by driving user activity rather than increasing subscribers.
Viewers in Southeast Asia consumed 4.2 billion hours of premium streaming content in the final quarter of 2025, an 8% increase from the previous quarter. Netflix’s regional viewership increased by 14%, iQIYI by 10%, but Indonesian service Vidio recorded the sharpest increase at 24%.
Indonesia’s streaming subscriber base grew to 26.9 million accounts, with Netflix, Vidio, Viu, and iQIYI all contributing to the increase. The market reached a historic milestone in the fourth quarter of 2025, with Indonesian programs tied with Korean programs in viewership share at 30% each, with both content types reaching roughly the same share of the user base at 47-48%. Several Indonesian originals ranked among the quarter’s top-performing titles, primarily led by Vidio’s content lineup, demonstrating how homegrown titles are becoming a commercially viable driver of subscriber acquisition and retention.
“Korean content continued to underpin reach across Southeast Asia in 2025, but local original content now plays a much more central role in driving both acquisition and engagement,” said Divya T., Principal Analyst and Head of Insights at MPA and AMPD. “Indonesia stands 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 improved content quality, enhanced distribution, and growing audience trust in local storytelling. Thai content is also showing strong cross-border mobility, while Chinese dramas remain a significant engagement driver on freemium and hybrid platforms across multiple markets.”
Netflix maintained its position as the region’s leading streaming service across all key metrics, including subscribers, monthly active users, and total hours watched. The platform’s strength comes from a combination of global hit series, major Korean series, and locally sourced content from Indonesia and Thailand. Viu benefited from consistent demand for Korean and Chinese dramas, along with targeted local productions, achieving the No. 2 spot in the region for subscribers, MAUs, and user engagement in 2025.
Vidio was the top local platform in Indonesia in terms of both subscribers and monthly active users, and was second only to Netflix in terms of watch time and revenue generation. The service recorded the second-highest streaming hours in the region after Netflix in the fourth quarter, thanks to a growing library of Indonesian original programming and sports programming. iQIYI regained its subscriber and viewership momentum in the second half of 2025, especially in Indonesia and Thailand, driven by Chinese feature dramas, live-action productions, Chinese short dramas, and Thai series.
The Thai production achieved the strongest international reach within Southeast Asia, attracting 11.1 million viewers from outside Thailand’s borders. This performance primarily stemmed from horror movies and series licensed by or produced by Netflix.
AMPD’s expansion of connected TV tracking launched in Q2 2025 reveals a significant shift in the way viewers in Southeast Asia consume streaming content. While mobile devices continue to serve as the primary viewing platform, connected TV now accounts for an increasing share of total viewing time, lengthening individual viewing sessions, and increasing interaction with episodic series, feature films, sports broadcasts, and content viewed by multiple household members. The increase in connected TV usage is most pronounced in Indonesia and the Philippines, highlighting how big-screen viewing in the living room is becoming central to the evolution of the streaming category.
Three to four platforms captured approximately 70% of the total market subscription and viewing activity, increasing industry concentration. This shows that the sector is becoming consolidated around a few large service groups.
