Netflix has reported a nearly 50 percent increase in global viewership of Southeast Asian content from 2023 to 2024. Over 100 titles from the region have made it into Netflix’s Global Top 10, with more than 40 charting in 2025 alone. Southeast Asian productions also appeared in the top 10 lists of over 80 countries this year.
To further support local creators, Netflix launched its Creative Asia initiative in Southeast Asia and secured a two-year partnership with the Indonesian Producers Association (APROFI), starting with a national production safety guidebook.
“Even as the streaming world evolves, our support for this region has stayed consistent and proudly local,” said Malobika Banerji, Senior Director, Content-SEA at Netflix. “We care just as much about emerging filmmakers and storytellers as those already in the spotlight.”
In the Thai market, the largest premium SVOD market in Southeast Asia, Netflix leads in streaming hours with a 26 percent share in 2024, followed closely by local platform TrueID at 22 percent. In subscription volume, TrueID tops the market with 23 percent of 16.4 million subscribers, while Netflix has 13 percent.
However, Netflix dominates monetisation, capturing 39 percent of the $124M market, ahead of TrueID (15 percent) and Viu (12 percent).
