How Streaming & Second Screens Are Rewiring Asia’s Attention - APOS

- Video-on-Demand (VOD) users in Southeast Asia spend only 8% of their digital time on premium content, with the vast majority dedicated to social media, messaging, gaming, and short-form video.
- In markets with significant content investment, such as Indonesia and Thailand, local stories are currently outperforming popular Korean dramas.
- Conversely, Korean content and other international imports continue to hold a larger market share in the Philippines and Malaysia.
- These trends highlight a shift in regional attention and a growing preference for localized storytelling over global imports in specific high-investment markets.
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