The premium video-on-demand (VOD) market in Southeast Asia recorded robust growth in 2025, driven by a sharp rebound in subscriber additions, rising connected TV (CTV) adoption and the growing influence of local content across the region, according to a report released by Singapore-based Media Partners Asia (MPA).

The findings are part of a press release issued on February 11, highlighting key trends across Southeast Asia’s streaming landscape, where engagement levels surged alongside increasing demand for regional storytelling and premium content offerings.

According to the report, premium VOD subscriptions across Southeast Asia grew 19 percent year-on-year in 2025, crossing 61 million paid subscribers across Indonesia, Thailand, the Philippines, Malaysia and Singapore. Indonesia emerged as the primary growth driver, accounting for a significant share of new subscriptions and viewing hours. Thailand and the Philippines witnessed steady expansion, while Malaysia and Singapore showed more mature market behaviour, with growth largely driven by engagement and monetisation rather than net subscriber additions.

The region also saw strong viewing momentum, with premium VOD viewing hours rising 8% quarter-on-quarter in the fourth quarter of 2025 to reach 4.2 billion hours. Streaming giants Netflix and iQIYI posted notable growth across the region, while Indonesia’s Vidio recorded a sharp surge in viewing hours, highlighting strong demand for local platforms.

Indonesia continued to dominate as the leading market for premium streaming in 2025, with total subscriptions rising to 26.9 million. The growth was supported by consistent traction for global platforms such as Netflix, alongside increasing consumption on regional services including Vidio and iQIYI.

A key development highlighted in the report was the rising strength of local content. For the first time, local Indonesian programming matched Korean content in premium VOD viewership share during the fourth quarter of 2025, each accounting for 47–48 percent of users. Several domestic originals ranked among the most-watched titles, signalling a structural shift towards regional storytelling as a major driver of subscriber acquisition and engagement.

Despite the rise of local programming, Korean content maintained a strong presence across Southeast Asia, continuing to attract large audiences. Chinese dramas remained a key contributor to engagement across both premium and hybrid streaming platforms, while Thai titles demonstrated strong cross-border appeal, drawing millions of viewers outside Thailand.

The report also noted a significant shift in viewing behaviour with the expansion of connected TV usage across Southeast Asia. While mobile devices remain the primary access point, CTV adoption has contributed to higher viewing hours per user and deeper engagement with long-form content, including films, sports and family entertainment. This trend was particularly evident in Indonesia and the Philippines, underlining the growing importance of household viewing and premium screen experiences.

In terms of platform performance, Netflix retained its leadership position across Southeast Asia in subscribers, monthly active users and total viewing hours, supported by a mix of global franchises, Korean titles and local productions. iQIYI ranked second regionally, benefiting from strong demand for Chinese and local content, while Indonesia’s Vidio emerged as the leading domestic platform by subscriber base and engagement.

Across markets, three to four major platforms accounted for nearly 70 percent of total subscriptions and engagement, reflecting increasing consolidation as the premium VOD sector continues to scale in the region.

Media Partners Asia noted that the evolving streaming ecosystem reflects improving content quality, stronger distribution capabilities and rising audience confidence in local storytelling, positioning Southeast Asia as one of the fastest-growing premium VOD markets globally.