The premium video-on-demand (VOD) market in Southeast Asia is experiencing significant growth, with over 1.5 million new subscribers in Quarter II, nearly double the growth of the previous quarter, according to a new report from measurement platform ampd, part of Media Partners Asia (MPA), an independent provider of research and consulting services in the Asia-Pacific region.

A scene from "When the Camellia Blooms," one of the most-watched Korean dramas on Netflix globally this year. Photo: Netflix

Korean dramas dominate, accounting for 35% of total viewing time in the region. This percentage increases as users switch to watching content on internet-connected TVs in five key markets: Indonesia, Malaysia, the Philippines, Singapore, and Thailand. Viewing time on platforms in the quarter reached over 3.1 billion hours, with six leading platforms accounting for over 85% of market share: Netflix, Viu, Vidio, iQIYI, and WeTV.

Dhivya T, head of analysis at MPA and ampd, notes that Korean dramas retain viewers thanks to their production quality, well-developed scripts, and consistent release schedules. In recent years, productions like "Queen of Tears," "Doctor Slump," and "The Glory" have not only been popular domestically but have also spread to neighboring countries, helping to shape viewing habits for long-form content on internet-connected TVs, laptops, and mobile phones. In Vietnam, many Korean dramas are among the most searched and shared content on social media, thanks to their famous actors and dramatic storylines.

Since the beginning of the year, several dramas have captured the attention of audiences and critics, including "When the Camellia Blooms" with IU and Park Bo Gum, "The Nice Guy" starring Lee Dong Wook and Lee Sung Kyung, and Park Bo Young's "Our Unwritten Seoul." Projects like "Head Over Heels," "Tastefully Yours," and "Heavenly Ever After" stand out due to their unique storylines and well-known casts.

Trailer for "Our Unwritten Seoul," which aired on Netflix at the end of May. Video: Netflix

Vivek Couto, CEO of MPA, believes that platforms are not only increasing the quantity of Korean content but are also investing more in subtitles and dubbing, expanding distribution to more markets. This helps Korean dramas maintain a dominant position in the Southeast Asian streaming landscape.

"Indonesia, Thailand, and the Philippines are the countries with the strongest subscriber growth. User interest in Asian content, especially Korean, Thai, and Indonesian dramas, continues to drive engagement and subscriptions," Couto said.

Netflix leads with 12.8 million subscribers across Southeast Asia. However, local platforms are catching up. Viu has 9.9 million subscribers, expanding rapidly in Indonesia and Thailand thanks to Malaysian and Indonesian dramas. iQIYI has also seen significant growth in Thailand and Indonesia. Netflix, Viu, and iQIYI account for over 60% of new subscribers in Quarter II.

Trailer for "Squid Game 3," released on 27/6. The series was in Netflix's global top 10 most-watched series for five weeks. Video: Netflix

While Korean dramas dominate, local productions are popular in Indonesia and Thailand, with about 44-46% of users watching them. Dhivya T believes that Thai dramas attract international audiences due to the government's soft power strategy and the investment in skills and techniques by filmmakers. Netflix and iQIYI play a key role in bringing these productions to the global market.

Quarter II also saw a significant increase in viewership of horror and religious genres in Malaysia and Indonesia. Chinese dramas maintain their appeal on platforms like WeTV, iQIYI, and Viu.

Founded in 2001, Media Partners Asia is a leading independent research and consulting firm in the Asia-Pacific region, specializing in media and telecommunications. The ampd measurement platform was launched in 2019 and currently tracks digital activity in 10 markets using proprietary software.

Que Chi (Variety)