Disney+ Hotstar captured 22% of new streaming subscribers in Southeast Asia in the first three months of 2022 as the rapidly growing region added 2.8 million SVOD subscriptions to reach a total customer base of 39.5 million subscribers. , according to a report published this week. Regional consulting firm Media Partners Asia.
The increase was most notable in Indonesia, where Disney+ Hotstar reached 5 million subscribers, a first for any SVOD platform in Southeast Asia. The fourth most populous country in the world, Indonesia has emerged as the best large-scale capability of global and regional video platforms, with a total of 17.4 million subscribers and SVOD promotions.
“Indonesia continues to compete and scale to make strippers, leaders under increasing pressure, stand out,” said Diva T., author of the MPA report.
Disney+ Hotstar and local OTT service Vidio, which operates free and subscription channels, led the Indonesian video market in the first quarter, increasing their share of premium consumption from 15% and 28% to 10% and 19%, respectively. . Fourth quarter of 2021. Then came WeTV, Netflix and Viu.
Adds Dhivya T: “We expect the premium video competition to intensify further towards the end of this year as players like Amazon Prime Video and existing companies continue to invest in local content, partnerships, marketing and branding to win customers.
MPA research found that Netflix leads the share of premium video consumption in the rest of Southeast Asia, particularly in Thailand, where the research firm estimates that Netflix required 24% of total premium video streaming, ranking first. . on Tencent Video’s international platform, WeTV. , by 22 percent. .
As established countries compete on a massive scale in key Southeast Asian markets, new entrants and emerging macroeconomic trends could usher in a new post-pandemic era for streamers, says MPA CEO Vivek Kuto.
“Customer growth will likely slow as sluggish macroeconomic conditions take hold in Southeast Asia,” said Kuto. “Inflationary pressures could affect consumer access to wallets, and the pace of new content and access, and the ease of access via television and direct retail packages, are likely to be key to restricting purchases and restrictions on consumers.” .
The bankability of Korean drams is evident in the findings of the MPA report. The group’s study found that Korean content accounted for 30% of total premium video consumption in Southeast Asia in the first quarter, led by strong K-drama from Netflix, Viu and Disney+ Hotstar. Hollywood content lags behind at 23% of minutes consumed in the region.
But in the English-speaking markets of the Philippines, Malaysia and Singapore, US content rose from 33% of measured consumption to 44%. The authors also note that demand for content from Indonesia, Thailand and the Philippines is growing, with support for local originals and purchases on Vidio, Disney+ Hotstar, WeTV and Viu. Chinese drachmas accounted for 14% of total consumption, driven by growing demand in Thailand.
Source: Hollywood Reporter
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