Southeast Asia’s premium video-on-demand landscape is heating up, with the region adding more than 1.5 million net new subscribers in Q2 2025 — nearly doubling Q1 growth — according to new data from ampd, the measurement platform operated by Media Partners Asia (MPA).
Korean dramas dominated viewing habits across the region, capturing 35% of total viewing hours during the quarter. The surge comes as connected TV viewing takes hold across the region’s five key markets: Indonesia, Malaysia, Philippines, Singapore and Thailand. Total viewership across all screen sizes exceeded 3.1 billion hours during the quarter, with six platforms commanding more than 85% of viewership share: Netflix, Viu, Vidio, iQIYI and
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