Video Streaming Subscriptions Reach Record Levels in Southeast Asia, Representing Rebound – Report

Patrick Frater Asia Bureau Chief The video-on-demand streaming sector in Southeast Asia delivered record subscription numbers and subscription revenues in the first quarter of the year, according to a new study. Those trends represent recovery after a tough 2023.
Data from consultancy firm Media Partners Asia and its AMPD research affiliate showed VOD usage at a barely changed 96.3 minutes in the five Southeast Asian countries studied (Singapore, Thailand, The Philippines, Indonesia and Malaysia).
Total paying subscriptions reached 48.5 million, representing net additions of 652,000 quarter-on-quarter and 1.6 million year-on-year.

Such growth was matched by a 9% year-on-year and 5% quarter-on-quarter increase in total subscription revenues to $381 million, marking a milestone as the highest quarterly revenue recorded in the region, the firms said. Indonesia and the Philippines were the subscription growth leaders, while Thailand and Indonesia displayed strong growth in monetization.
“Following a challenging period in 2023, the Southeast Asian premium VOD sector has demonstrated resilience and notable improvements since Q4 2023, a trend that has continued into Q1 2024,” said MPA MD Vivek Couto.

“We’ve observed better monthly customer churn metrics, alongside a robust growth in subscribers and subscription revenues. Investment in local content and marketing has been strategic and for the most part, sustainable while leading platforms continue to invest in local entertainment and sports.”
Key trends include the enduring popularity of Korean and U.S.

content, serving as significant drivers of customer engagement across the region. Local content remains a cornerstone, particularly in Indonesia and Thailand, where successful platforms have tailored their offerings to resonate with local audiences, the report said.
Netflix retained its position as the category’s top earner, commanding 49% first quarter premium VOD subscription revenue in Southeast Asia, and 10 million subscribers.

Viu was in second place with 9.1 million paying customers. Viu experienced double-digit subscription fee growth driven by market expansion and successful local hits.
Disney grew revenues