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Southeast Asia Video Streaming Deep Dive

Report by Amanda Stears
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The 20,000 Foot View: Video streaming services in Southeast Asia first appeared in 2015 and have evolved into the main video consumption platforms for local consumers. With a combined population of            million, and a combined GDP of            trillion, Thailand, Malaysia and Indonesia represent sizeable and attractive growth markets for streaming services. The largest players by subscriptions are Netflix, iflix and Viu. Streaming services are competing for growth through a mix of revenue models: subscription video on demand (SVOD), advertising video on demand (AVOD), and a hybrid of both. Global SVOD giants Netflix and Amazon Prime Video are both constrained by localisation strategies in both content and features, allowing local incumbent services resilience and rich opportunities for the new direct to consumer            entrants coming to market in           

Key Findings

  • Asia Pacific            a            increase in mobile broadband            from            billion in 2014 to            in 2018
  • Europe had            mobile broadband subscriptions in 2018,            smaller growth from 2014 at           
  • Asia Pacific’s            broadband subscription penetration rate grew                       in 2014 to            in 2018
  • Iflix Malaysia            from            subscribers in 2016 to            in 2017
  • Viu Malaysia                       subscribers during its launch in            and increased its subscriber base                       in 2017
  • Viu and            saw over            growth in subscribers            the first year of their            in Malaysia, Thailand and Indonesia,            Netflix only had a            growth
  • Indonesia is            to have            million SVOD               by end of 2023
  • By 2020,            will overtake Malaysia in number            SVOD subscribers by almost           
  • Indonesia will            its SVOD revenue by            from            to 2023
  • Indonesia had                       smartphone adoption in 2018, up                       in 2016 
  • Malaysia had                       uptake in smartphone adoption from            2016
  • Indonesia’s total            advertising revenue increased by            in            to            billion

Companies and brands mentioned in this report:  Advanced Service Info (AIS), Amazon Prime Video, Apple TV, BeIN, CJ ENM, Catcha Group, Catchplay, Dim Sum, Disney, Football Malaysia Limited Liability Partnership, GoPay, Grab, GrabBike, HOOQ, iflix, Indosat Ooredoo, JTBC, KBS, Klikfilm, Maxis, Netflix, PLDT Inc, Telekomsel, Uber, Viu