Asian content attracts and retains VOD audiences, report

Asian audiences are increasingly turning to homegrown content in their streaming choices. According to new research from research and consultancy firm Media Partners Asia, Asian titles are responsible for 80% of premium VOD engagement and customer acquisition.

“The Rise of Asian Content” is based on sister company AMPD’s passive tracking of 40,000 users in nine major Asian markets – Japan, Korea, Singapore, Taiwan, Indonesia, Malaysia, Philippines and Thailand – for 15 months between January 2023 and March 2024.

“Content originating from Korea, Japan, China, Indonesia and Thailand drives 70-75% of premium VOD engagement, acquisition and hits in Asia,” said MPA chief analyst Dhivya T.

“While the impact and travelability of K-dramas and anime are well established, Chinese, Thai and Indonesian content are also emerging as important categories. Modern Chinese dramas are increasingly taking on K-drama-like storylines and themes, appealing to a wider audience through platforms such as Netflix and Viu, compared to traditional Chinese costume fantasy dramas, which remain popular in Thailand and Taiwan.

“In Indonesia and Thailand, major studios (Screenplay, MD Entertainment, The One Enterprise, GDH 559) are emerging as producers of streaming hits, with Thai drama, romance, comedy and Indonesian horror emerging as the genres with the highest regional travelability and in appeal,” said the analyst.

Korean content continues to stand out as the top content category in Asia, driving more than 40% of engagement and hits and 30% of customer acquisition. Korea is also the largest destination for content investment, estimated to attract $1.3 billion by 2023 from major streamers Netflix, Viu, Disney and Amazon Prime Video.

A variety of genres contribute to the Korean wave. While romance remains hugely popular, revenge plots (“Taxi Driver”), supernatural fantasies (“Island,” “The Uncanny Counter”), strong female-led thrillers and comedies (“The Glory,” “Mask Girl”) were among the top titles from 2023-2024. The variety and reality category maintains a strong following for network staples like “Running Man,” while expanding into new formats like Netflix’s “Physical: 100.”

Anime is the “cornerstone of travelability of Japanese content,” according to the report. It comprises 60-70% of Japan’s content engagement, acquisition and hits in Asia and more than 90% in Southeast Asia.

The anime production industry is supported by a large, decentralized studio ecosystem, where over 50 different studios will contribute to the top 100 anime titles in 2023-2024.