Mobile App Insights · Digital Advertising Insights · Sui Lian Chua · January 2026
Southeast Asia OTT & Short Drama: Growth, Market Landscape, and Creative Trends
Explore SEA's OTT & Short drama market landscape: Indonesia dominates SEA OTT scale, with Malaysia leading growth. Vidio tops Indonesia, but local and short drama apps are surging. sooka leads Malaysia revenue. Netflix used targeted ads for Indonesia growth.
OTT Streaming Market in Southeast Asia: Indonesia dominates scale, Malaysia leads downloads growth
Malaysia records the fastest download growth (+7%), while average time spent shows a mild shift (-6%). Indonesia accounts for the largest share of downloads, reflecting its market size.
Engagement in Indonesia and Thailand remains relatively stable, with Thailand recording higher average time spent in September–October 2025. Vietnam shows more moderate performance across both downloads (-9%) and average time spent (-18%) over the same period.
Indonesia’s OTT Market: Stable Leaders with Emerging Platforms Gaining Traction
Vidio continues to lead the market across both downloads and weekly active users (WAU), while its download growth appears relatively stable.
While Vidio, Bilibili, and Netflix remain among the leading platforms across both metrics, other players are beginning to gain traction. iQIYI shows stronger momentum in downloads, while Wibuku demonstrates notable growth in user engagement.
At the same time, several international platforms, including Viu and Disney+, show a more limited presence across both downloads and WAU.
Short Drama Apps in Indonesia: Category Expansion and Multi-Platform Growth
Melolo ranks #1 across both downloads and DAU, maintaining a leading position in the market. At the same time, several short drama apps are showing strong growth across both metrics, reflecting increasing adoption of short-form video content in Indonesia. This pattern suggests a market environment where multiple platforms are scaling alongside overall category expansion.
Malaysia OTT Market: Revenue Leadership and Shifting Growth Patterns
sooka ranks #1 in revenue, positioning it ahead of major international platforms such as Disney+ and Amazon PrimeVidio and HBO Max also show notable revenue growth during the period, contributing to changes in the competitive landscape.
Across platforms, revenue distribution varies, with Disney+ showing a different trajectory compared to other leading players. In terms of ARPMAU, Vidio and Amazon Prime rank among the leading platforms, indicating stronger monetization per active user.
Case Study: Advertising Activity and Creative Patterns for Netflix in Indonesia
Throughout 2025, Netflix shows multiple spikes in downloads in Indonesia, exceeding baseline levels observed in Malaysia.These spikes are often observed alongside increases in impression share, indicating periods of elevated advertising activity.
During these periods, creatives frequently feature promotional pricing and narrative-driven content, highlighting consistent themes in Netflix’s advertising and creative approach.
