Streaming and Microdramas Scramble Viewer Habits in Southeast Asia
Data from Media Partners Asia reveals that premium streaming services account for only 8 percent of screen time in Southeast Asia. Consumers are increasingly multitasking, shifting away from traditional primetime viewing toward a mix of social media and short-form content.
Why it matters
This shift challenges the business models of global streamers who must adapt to fragmented, mobile-first consumption habits in emerging markets.
For all the money and content streamers are pouring into Southeast Asia , premium video commands a strikingly small slice of the region s attention - only about 8 percent of the time people spend on their screens. That was one of several surprising takeaways from a presentation by Dhivya T., head of insights at ampd, the data arm of APOS organizer Media Partners Asia, who spoke at the Bali conference about how streaming and new mobile-first formats have scrambled how Southeast Asians actually use their screen time, and what it means for the many companies courting them.
The article reports on industry data and market trends without taking a political or ideological stance.
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