31 July 2025
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Southeast Asia’s premium video-on-demand (VOD) market delivered strong momentum in Q2 2025, adding more than 1.5 million new subscribers across Indonesia, Malaysia, the Philippines, Singapore, and Thailand — nearly double the growth of Q1. With the inclusion of connected TV (CTV) measurement from Q2, total viewership surpassed 3.1 billion hours across small and large screens.
“More connected TV viewership and growing engagement with local and Asian content, particularly Korean, Thai and Indonesian, continues to power both engagement and subscriber momentum,” said Vivek Couto, Executive Director of MPA.
Platform Leaders & Market Dynamics Netflix, Viu, Vidio, iQIYI, and WeTV together captured over 85% of total viewing share. Netflix maintained its lead with 12.8 million subscribers, demonstrating broad reach across all five markets. Viu, now at 9.9 million subscribers, expanded rapidly in Indonesia and Thailand, supported by a steady pipeline of local originals. iQIYI also recorded significant growth, particularly in Thailand and Indonesia.
Disney+ surged in the Philippines with strong franchise engagement, while Vidio remained Indonesia’s category leader with 5 million paid subscribers and over 20% share of premium VOD engagement, leveraging sports and local youth-oriented content.
Content & Audience Trends Korean dramas continue to dominate regional viewing, accounting for 35% of total hours, but local storytelling remains a powerful driver, especially in Indonesia and Thailand where 44–46% of users engage with domestic content. Thai series are gaining cross-border traction, while Indonesian originals on Vidio are deepening youth engagement.
Cross-border trends were also evident between Malaysia and Indonesia, particularly in horror and religious dramas. Meanwhile, Chinese dramas continue to fuel engagement across freemium platforms such as WeTV, iQIYI, and Viu.
Country Highlights
Thailand: TrueID retained the largest subscriber base, though growth has slowed. Netflix led in engagement with a 43% share, followed by Viu and iQIYI. HBO Max gained through telco bundling.
Philippines: Disney+ delivered a strong quarter through targeted promotions, while Netflix maintained reach.
Indonesia: Vidio sustained leadership in engagement, supported by sports and local action-driven originals.
For deeper analysis, see MPA’s SEA Online Video Consumer Insights & Analytics report.