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Asia: The next bastion for streaming services to capture more subscribers

By the end of 2023, over 40% of the world’s streaming subscribers will be found in Asia, offering streaming services an opportunity to capture more viewers in the diverse Asian region that is expected to continue growing.

Delivering this statistic at the recent Asia TV Forum, Ampere Analysis also pointed out that while perfecting content strategy is key to competing in Asia, there is no one-size-fits-all strategy for success in such a diverse marketplace.

For instance, viewers in countries such as China, India, Japan, and South Korea prefer locally-produced content, while those in the Philippines, Indonesia, Malaysia, and Thailand are more likely to lean towards foreign-language content.

To cater to the latter group, the correct subtitling and dubbing strategy is imperative for any streaming platform in the region to best cater to the demand for imported content, said Ampere Analysis.

Where content genres are concerned, viewers in the region also have eclectic tastes — 18 to 24-year-olds are 25% more likely to enjoy Anime and 19% more likely to enjoy Horror than average. Within demographic groups however, there is no universal trend. While Anime is widely enjoyed in the Philippines and is highly favoured in Japan, it is less favoured in Australia and India.

Li Tingting Li, Senior Analyst, Ampere Analysis, said, “As the Asia-Pacific region continues to represent a solid growth opportunity, and as locally-produced content grows in popularity outside the region, both local and international streamers are primed to invest further in creating and acquiring content in the region.

“To win audiences in this crowded market, it is important to match content to the preferences and viewing patterns of each country.

“Platforms should complement widely-enjoyed, mainstream content to attract broad audiences, with up-and-coming niche genres to attract younger viewers.

“The right mix of subtitled and dubbed content will also ensure audiences stay engaged and spur future growth.”

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