Netflix Says Global Viewership Of Southeast Asian Content Grew By Almost 50% From 2023 To 2024

Netflix has said global viewership of Southeast Asian content on its platform grew by nearly 50% from 2023 to 2024.

The streamer reported that more than 100 Southeast Asian titles have appeared in Netflix’s Global Top 10. Over 40 of those titles charted in 2025 alone. Titles from the region also ranked in the top 10 lists of over 80 countries in 2025.

Elsewhere, Netflix has launched its Creative Asia scheme in Southeast Asia and locked a two-year partnership with the Indonesian Producers Association (APROFI), beginning with the launch of a national production safety guidebook.

“Even as the streaming world has changed, our support for this region has stayed consistent — and proudly local,” Malobika Banerji, Senior Director, Content – SEA at Netflix, said in a statement. “And our commitment isn’t just to the creators already in the spotlight. We care just as deeply about those who are still finding their voice — the next generation of filmmakers, storytellers, and crew who will shape the future of this region.”

Earlier this year, during a session at the Taiwan Creative Content Fest, Media Partners Asia reported that Thailand was the biggest premium SVOD market in Southeast Asia. Netflix is the biggest player in premium SVOD in the Thai market in consumption terms, with a 26% share of streaming hours in 2024, but is closely followed by local platform TrueID at 22%. Chinese streamer WeTV came in third with 17% of streaming hours, followed by Hong Kong-based Viu with 11%.

TrueID leads the market in subscription volume terms – with a 23% share of a total 16.4 million subscribers – followed by Viu with 15% and Netflix with 13%. However, Netflix leads in monetization with a 39% share of an overall $124M market, followed by TrueID with 15% and Viu with 12%.