U.S., Korean Content Dominates Streaming Consumption Across Most Of AsiaPacific: Study
Film and TV content from the United States and Korea remain the two largest drivers of subscription video consumption in emerging Asia-Pacific countries, according to a new report from regional consulting firm Media Partners Asia.
The report's researchers used a proprietary measurement tool to measure SVOD audiences in the 10 largest markets in the Asia-Pacific region (India and the highly regulated Chinese market) from January 2022 to March 2023. Among the region's total audience, Korean content topped all categories with a 40 percent share.
With a $2.2 billion SVOD market, Australia relies heavily on American entertainment, which accounts for 72% of the total domestic audience, while Korean content accounts for only 4% of the English language dominance. But in emerging markets in Southeast Asia, including population centers like Indonesia, the Philippines, Thailand, and Vietnam, content from the US and Korea accounts for 30-40% of content consumption. In Japan and South Korea, the region's richest economies with a combined value of US$5.5 billion, US content has a relatively limited impact on subscriptions, while domestic live action, mostly Korean dramas and Japanese anime, is very strong. US content only accounts for 13% of SVOD consumption in Korea and 16% in Japan.
“US original programming is being released on Netflix with Japanese, Indonesian, Thai and Tagalog dubbing, expanding its reach in Asia,” said Divya Tee, Director of Content Information at MPA. "A strong following has grown around many of the Netflix originals, creating multiple seasons like Stranger Things Season 4, You Season 4, and Bridgerton Season 2, while Disney relies on Marvel, Star Wars, and The Basics for family franchise fans."
Divya added that science fiction and fantasy have become the most popular content genres in the US in Asia over the past year, while comedy has dominated in Australia. He also says that unscripted US content has limited impact in the Asia-Pacific region, with the exception of Australia, where unscripted Korean series, such as Netflix's 100 Physicists , are heavily imported. Southeast Asia. On Disney+, the streaming company's Star General Entertainment subsidiary has done little to boost consumption and subscriptions in Southeast Asia and East Asia, where viewers like the product more. Disney, Marvel, Star Wars and other growing intellectual property rights. Korean origins. exit
The report also found that third-party studios in the US are generating significant demand on all platforms except Disney+, with most of the content offered coming from Disney's various general entertainment offerings, franchises and families. Discover titles licensed to Warner Bros. ( friends ); NBCU ( Brooklyn Nine-Nine ); Sony ( Venom , Spider-Man ); Paramount ( SpongeBob , Big Bang Theory ) has released a look at the footage on Netflix. Discover Warner Bros. titles attract attention. , particularly HBO dramas ( Dragon House , The Last of Us ), garner large audiences in Binge, Australia, while Paramount has very limited demand for US TV content (Korea).
