What's Happening?
Netflix continues to dominate the Southeast Asian streaming market, maintaining its lead in subscribers, monthly active users, and total viewing hours. A recent report by Media Partners Asia highlights
a significant shift in the region's content consumption patterns, with Indonesian original series beginning to match the popularity of Korean content. In the fourth quarter of 2025, Indonesian content achieved parity with Korean content, both capturing 30% of premium video-on-demand viewership and reaching between 47-48% of users. This development marks a notable change in the region's entertainment landscape, driven by improved content quality, stronger distribution, and increased audience confidence in local storytelling. Vidio, an Indonesian streaming service, experienced a 24% acceleration in viewing hours, further underscoring the growing appeal of Indonesian originals.
Why It's Important?
The rise of Indonesian original content in Southeast Asia signifies a shift in the region's entertainment dynamics, challenging the long-standing dominance of Korean dramas. This trend could lead to increased investment in local content production, fostering a more diverse and competitive streaming market. For Netflix, this development underscores the importance of regional content strategies in maintaining its leadership position. As Indonesian originals gain traction, they could attract new subscribers and enhance viewer engagement, potentially influencing content strategies in other regions. The success of Indonesian content also highlights the potential for other Southeast Asian countries to develop and export their own cultural narratives, contributing to a more varied global entertainment landscape.
What's Next?
As Indonesian originals continue to gain popularity, streaming platforms may increase their investment in local content production to capitalize on this trend. This could lead to more collaborations between international and local creators, further enhancing the quality and appeal of Southeast Asian content. Additionally, other countries in the region, such as Thailand and the Philippines, may seek to replicate Indonesia's success by developing their own original series. For Netflix and other streaming services, maintaining a balance between global hits and regional favorites will be crucial in sustaining subscriber growth and engagement. The evolving content landscape in Southeast Asia may also prompt a reevaluation of content acquisition and distribution strategies across the industry.
