Netflix Dominates Southeast Asia Streaming as Max Gains Traction

Southeast Asia's premium VOD market grew 14% in 2024, with Netflix leading revenue and viewership while Max captured significant new subscribers in its regional debut.

• Southeast Asia's premium video-on-demand market grew to $1.8 billion in 2024, a 14% increase driven by Indonesia, the Philippines, and Malaysia.
• Netflix maintained its leadership with a 52% viewership share, 42% revenue share, and 12 million subscribers across the region by the end of 2024.
• Max, launched in Southeast Asia in November 2024, captured 26% of Q4 net subscriber additions and ended the quarter with 1.4 million subscribers.
• Local and regional platforms like Vidio and Viu are intensifying competition, with Vidio leading the Indonesian market and Viu closing 2024 with 9.5 million subscribers regionally.
• Content trends reveal strong demand for Korean dramas, growing interest in Southeast Asian and Chinese content, and consistent popularity of Japanese anime, particularly in Thailand.

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