Asian streaming is entering its main character era

The shift is real

The way Asia watches content is having a massive glow-up. According to a new report from Media Partners Asia, streaming and local cinema are absolutely eating, with total video content spending across seven major markets—India, Indonesia, Korea, Malaysia, the Philippines, Thailand, and Vietnam—expected to hit $15.1 billion in 2026.

While traditional TV is still hogging about 60% of the total budget, its vibes are honestly off. Ad revenue is slipping, and the industry is shifting hard toward streaming and homegrown films. Real talk: audiences are here for the content, but the actual business side of things is struggling to turn that engagement into serious bank.

Why streaming is winning

It’s giving 'sports are king' energy. Platforms like India’s JioHotstar and Korea’s TVING are using sports rights to bring in massive subscriber growth. Whether it’s cricket or KBO baseball, exclusive live sports are lowkey carrying these platforms right now.

Local film is also having a total moment. In countries like Vietnam and Indonesia, domestic films are absolutely crushing the box office. People are craving local stories, and the numbers show that they’re willing to show up for them at the cinema.

The struggle is real for producers

It’s not all sunshine and rainbows. Producers are feeling the squeeze as streamers and broadcasters get pickier about what they greenlight. With drama margins in Korea hovering between 5% and 10%, companies are having to get strategic. Experts at Media Partners Asia say the winners will be the ones who lean into AI, cut unnecessary costs, and actually own their IP. It’s a total survival-of-the-fittest situation, and the gap between the flops and the icons is only going to get wider.

Why it matters

The Asian media market is undergoing a major structural rebrand. As the industry pivots from legacy TV to high-stakes streaming and local storytelling, only the companies that can turn their massive audiences into actual profit will stay in the game. It’s not just about having the best shows anymore—it’s about having the best strategy.