Media Partners Asia (MPA) reports the growth of premium video services in Indonesia, Malaysia, the Philippines, Singapore, and Thailand. The report shows that in the second half of 2022, these services reached about 48.4 million members, and almost 4.6 million new paying customers were added in Q4. The total subscriptions reached 43.5 million, with Disney, Netflix, and Viu holding the top three spots and a combined market share of 52%.
Amazon Prime Video’s Growth in SEA
Amazon Prime Video is making significant strides in localising its services in Indonesia, the Philippines, and Thailand. Indonesia is the strongest market for Prime Video, driven by marketing efforts around Korean and local titles. The company is increasing its investment in Southeast Asia, providing a truly localised experience from locally sourced content to a localised user experience and a full-scale local marketing campaign.
OTT Streaming Market in SEA
According to a report by The Trade Desk, the over-the-top (OTT) streaming market in Southeast Asia is expected to expand rapidly, with more than 180 million users streaming eight billion hours of video each month.
SEA Premium Video Category Trends
Korean dramas have emerged as the top premium video category, accounting for almost 32% of total viewership. However, it remains to be seen if platforms will continue to invest in producing 3 to 7 new Korean dramas every quarter as ROI comes under scrutiny.
Top Shows in Indonesia and Thailand
Producing high-quality content is crucial to achieving high ratings in Indonesia and Thailand. Some of the top shows in these countries during the third quarter were School Tales the Series (Netflix), Love Mechanics (WeTV), and The Sexy Doctor is Mine (Vidio).
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Outlook for Premium Video Services in SEA
Despite decreasing consumer confidence in Malaysia, the Philippines, and Thailand, MPA Senior Analyst Dhivya T expects the introduction of Disney+ in the Philippines, the rise of Vidio, and strong local slates from Amazon to fuel SVOD growth in Q4. The competition among video streaming services is set to intensify, and producing high-quality content and localising services will be critical to success in this space.
