Southeast Asia Video Streaming Deep Dive

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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 experienced a increase in mobile broadband subscriptions, from billion in 2014 to billion in 2018
- Europe had million mobile broadband subscriptions in 2018, a smaller growth from 2014 at
- Asia Pacific’s mobile broadband subscription penetration rate grew from in 2014 to in 2018
- Iflix Malaysia grew from subscribers in 2016 to million in 2017
- Viu Malaysia gained subscribers during its launch in 2016 and increased its subscriber base by in 2017
- Viu and iflix saw over growth in subscribers in the first year of their launches in Malaysia, Thailand and Indonesia, while Netflix only had a growth
- Indonesia is forecasted to have million SVOD subscribers by end of 2023
- By 2020, Thailand will overtake Malaysia in number of SVOD subscribers by almost
- Indonesia will increase its SVOD revenue by from 2019 to 2023
- Indonesia had a smartphone adoption in 2018, up from in 2016
- Malaysia had an uptake in smartphone adoption from in 2016
- Indonesia’s total TV advertising revenue increased by in 2018 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