Indonesian Media Takes Center Stage Against Korean Content in Southeast Asia – MPA Report
Southeast Asia’s premium streaming subscriptions saw a significant increase of 19% year-over-year in 2025, according to a report from Media Partners Asia. This growth comes as Indonesian original series began to gain competitive traction alongside popular Korean content.
The total number of subscriptions in the region surpassed 61 million, encompassing countries like Indonesia, Thailand, the Philippines, Malaysia, and Singapore. Indonesia notably contributed a substantial share of new subscribers and viewing hours, while Thailand and the Philippines also demonstrated consistent incremental growth.
Premium video-on-demand (VOD) viewing hours rose by 8% quarter-on-quarter, reaching 4.2 billion hours. Major players in the market, including Netflix and iQiyi, experienced increases of 14% and 10%, respectively. Furthermore, Vidio’s Indonesian service displayed remarkable growth, boasting a 24% acceleration in viewing hours.
According to Media Partners Asia, the fourth quarter of 2025 marked a pivotal moment for Indonesian content, as it reached parity with Korean offerings. Both genres captured about 30% of premium VOD viewership, with reach extending to approximately 47-48% of users. Several original series from Vidio ranked among the most-watched.
In Southeast Asia, Netflix retains its position as the leader in subscribers, monthly active users (MAUs), and total viewing hours. Viu ranks second regionally based on the same metrics, bolstered by sustained interest in Korean and Chinese dramas, as well as selective local programming.
“Korean content continued to anchor reach across Southeast Asia in 2025, but local originals are now playing a far more central role in driving both acquisition and engagement,” commented Dhivya T, Lead Analyst and Head of Insights at Media Partners Asia and AMPD.
“Indonesia stood out this year, with local titles competing directly with Korean dramas at the top of the premium VOD rankings. This shift reflects improvements in content quality, distribution, and growing audience confidence in local storytelling. Thai content also exhibited strong cross-border appeal, while Chinese dramas remained significant engagement drivers on freemium and hybrid platforms across various markets.”
