Shaheer Sheikh in Ekta Kapoor's Kasautii Zindagii Kay 2

Highlights:

• Netflix says global viewing of Southeast Asian titles rose almost 50% between 2023 and 2024.
• Premium VOD revenue in the region reached £1.44 billion (₹15,300 crore) last year, with 53.6 million subscriptions.
• Netflix holds more than half of the region’s total viewing and remains its biggest investor in originals.
• New rivals, including Max, Viu and Vidio, are forcing sharper competition.
• Local jobs, training and tourism are increasing as productions expand across the region.

Last year, something shifted in what the world watched. Global viewership of Southeast Asian content on Netflix grew by nearly 50%, and this isn't just a corporate milestone; it’s a signal. Stories from Jakarta, Bangkok, and Manila are no longer regional curiosities. They are now part of the global mainstream.

The numbers tell a clear story. Over 100 Southeast Asian titles have now entered Netflix’s Global Top 10 lists. More than 40 of those broke through in 2024 alone. This surge is part of a bigger boom in the region’s own backyard. The total premium video-on-demand market in Southeast Asia saw viewership hit 440 billion minutes in 2024, with revenues up 14% to £1.44 billion (₹15,300 crore). Netflix commands over half of that viewership and 42% of the revenue. They have a clear lead, but the entire market is rising.