In APAC, there has never been access to so much engaging and varied content—from global blockbusters and hyperlocal dramas to breakout hits that find a universal audience. Consumers are constantly looking to be entertained, and they are consuming more content than ever before.

Insider Intelligence has projected that across APAC, there will be a total increase in time spent watching TV and video content of up to 15% from 2023 to 2025. Since 2020, the growth of over-the-top (OTT) accelerated to extreme heights, and OTT platforms are now a standard supplier of APAC consumers’ media diet. In fact, the region is leading the world in growth, as reflected in a study by Conviva that reported that streaming viewing time for APAC in Q2 2022 grew 90% over the year before, surpassing all other regions.

Across APAC, a preference for Asian content has been on the rise. According to a Trade Desk report, Korean content, for instance, rose 21% in popularity across all Southeast Asia markets, and is ranked number one in preference in Indonesia and the Philippines.

Read more in more in Campaign Asia.