Why Netflix, Viu, and iQIYI Prioritize Localization in Southeast Asia
With their regional premium video-on-demand market still growing, localization in Southeast Asia has become a top decision-making factor for some of the major streaming services. Paid subscriptions across five key markets—Indonesia, Thailand, the Philippines, Malaysia, and Singapore—exceeded 61 million in 2025, while local and Asian content remain a major attraction for viewer engagement. Netflix, Viu, and iQIYI have taken the approach of offering multilingual subtitling and dubbing services.
What Is Localization in Southeast Asia?
Localization is far more than translating dialogue or subtitles. In the case of streaming services, it involves subtitles, dubbing, localized metadata, culturally relevant marketing, content acquisition, and original content productions tailored for a specific market.
It is the enormous size of the Southeast Asian streaming market that justifies these efforts. MPA's data show that premium VOD subscriptions in five major Southeast Asian markets reached more than 61 million in 2025. By the end of Q2 2025, the market added another 1.5 million subscribers, accounting for more than 3.1 billion hours of viewing.
Netflix served 12.8 million subscribers in Indonesia, Malaysia, the Philippines, Singapore, and Thailand in Q2 2025, while Viu was able to serve 9.9 million subscribers. Although there is no direct comparison between iQIYI's subscriber numbers in Southeast Asia and those of Netflix and Viu, it is apparent that the company also experienced a lot of growth, especially in Indonesia and Thailand where iQIYI is present.
Therefore, localization is not merely a linguistic service. It is how streaming services are able to provide their content and stories to a wide array of audiences that have different preferences and also let their creations transcend borders.
Also read: Why Streaming Platforms Invest in Localization in Asia
Benefits of Localization in Southeast Asia
1. It Expands Audience Reach
Southeast Asia is not a single-language or single-culture market. Indonesian, Thai, Malay, Vietnamese, Filipino, English, and other languages are used across the region.
Subtitles and dubbing make international content accessible to more viewers, while localized metadata and promotional materials can help audiences discover relevant titles.
Netflix's own data illustrates the potential. Global viewing hours for Southeast Asian films and series increased by nearly 50% between 2023 and 2024. More than 100 Southeast Asian titles have appeared in Netflix's Global Top 10, with more than 40 of those titles charting in 2025 alone.
2. It Increases Engagement With Local Content
Localization works in both directions. Streaming platforms not only bring international content to Southeast Asia, but also elevate local stories to a global audience.
In Q4 2025, Indonesian content accounted for 30% of premium VOD viewing in Indonesia, matching Korean content at 30%. Local Indonesian titles also reached 47% to 48% of users, according to MPA data.
This demonstrates why platforms continue investing in local-language productions and partnerships instead of relying exclusively on globally successful content.
3. It Helps Platforms Adapt to Different Markets
Audience preferences vary significantly between Southeast Asian countries.
For example, Korean dramas remained a major source of regional engagement, accounting for 35% of total viewing hours in Q2 2025. At the same time, domestic content attracted 44% to 46% of users in Indonesia and Thailand,while Chinese dramas also continued to drive engagement on platforms including iQIYI, WeTV, and Viu.
Localization allows platforms to balance these different preferences instead of applying the same content strategy across every country.
4. It Creates Opportunities for Cross-Border Content
A successful local production does not necessarily remain local.
Netflix reported that Southeast Asian titles appeared in the Top 10 lists of more than 80 countries in 2025. This gives platforms an incentive to identify stories with regional or global potential and support them with appropriate localization.
Also read: How Video Localization Expands Streaming Platforms in Asia
How Streaming Platforms Approach Localization in Southeast Asia
1. Analyze Local Audience Behavior
Platforms first need to understand what viewers watch, search for, and engage with in each market.
This can include viewing hours, subscriber growth, genre preferences, language preferences, and the performance of local versus international content.
2. Select Content for Each Market
Platforms then determine which international titles should be introduced to a particular market and which local productions should be developed or acquired.
Netflix, for example, has continued investing in Indonesian and Thai productions alongside its international content strategy. Viu has also expanded its portfolio with Korean, Chinese, and local-language programming.
3. Localize Subtitles and Dubbing
Translation needs to account for more than literal meaning. Dialogue, humor, cultural references, names, expressions, and tone may need to be adapted so they feel natural to local audiences.
Dubbing requires additional attention to voice performance, timing, lip synchronization, and cultural context.
4. Localize Metadata and Marketing
Titles, descriptions, thumbnails, promotional copy, trailers, and campaign messages can also be adapted for local audiences.
This helps platforms make content easier to discover while ensuring that the marketing message fits the expectations of each market.
5. Measure and Refine Performance
Localization is an ongoing process. Platforms can compare viewing hours, completion rates, engagement, subscriber additions, and audience response to determine which content and localization approaches work in each market.
The continued growth of platforms such as Netflix, Viu, and iQIYI shows why this process requires constant adaptation. In Q4 2025, regional premium VOD viewing grew 8% quarter over quarter to 4.2 billion hours. Netflix viewing hours increased 14%, while iQIYI viewing hours increased 10% during the same period.
Also read: Why Short-Form Video Localization Matters in Asia
Common Mistakes and Challenges in Localization
Treating Southeast Asia as One Market
One of the biggest challenges is assuming that a strategy that works in Indonesia will automatically work in Thailand, Malaysia, or the Philippines.
Each market has different languages, cultural references, viewing habits, regulations, and content preferences. Localization strategies should therefore be adapted at the country level while maintaining consistent brand standards.
Relying Only on Direct Translation
Literal translation can preserve words without preserving meaning.
Humor, slang, idioms, cultural references, and conversational expressions often require transcreation or contextual adaptation. Poorly adapted dialogue can make otherwise strong content feel unnatural.
Focusing Only on International Content
International titles remain important, but local productions are increasingly influencing acquisition and engagement.
In Indonesia, local content reached the same share of premium VOD viewing as Korean content in Q4 2025. This indicates that domestic storytelling can be an important part of a platform's content strategy.
Comparing Platforms Using Inconsistent Data
Subscriber numbers, monthly active users, viewing hours, and content reach measure different things.
For example, Netflix had 12.8 million subscribers and Viu had 9.9 million across five Southeast Asian markets in Q2 2025. By contrast, iQIYI's regional momentum is better demonstrated through its viewing growth and market-specific performance because a comparable SEA subscriber figure is not publicly available.
Keeping these metrics separate is essential when evaluating streaming trends.
FAQ
Why is localization important in Southeast Asia?
Localization helps streaming platforms make content accessible and culturally relevant to audiences across markets with different languages, cultures, and viewing preferences.
How many Netflix subscribers are there in Southeast Asia?
Netflix had 12.8 million subscribers across Indonesia, Malaysia, the Philippines, Singapore, and Thailand in Q2 2025.
How many Viu subscribers are there in Southeast Asia?
Viu had 9.9 million subscribers across the same five Southeast Asian markets in Q2 2025.
How popular is iQIYI in Southeast Asia?
iQIYI has shown strong growth in Southeast Asia, particularly in Indonesia and Thailand. Its regional viewing hours increased 10% in Q4 2025, although a directly comparable regional subscriber figure is not publicly disclosed.
What types of content are popular in Southeast Asia?
Korean dramas remain highly popular, while local Indonesian and Thai productions and Chinese dramas also generate significant engagement. In Q2 2025, Korean dramas represented 35% of regional viewing hours.
Is dubbing important for Southeast Asian audiences?
Yes. Dubbing can make content more accessible to audiences who prefer consuming entertainment in their native language. However, the importance of dubbing varies by market, audience, content type, and platform strategy.
What is the difference between translation and localization?
Translation focuses on transferring meaning between languages. Localization adapts language, cultural references, tone, and other content elements to make the experience appropriate for a specific market.
Why are streaming platforms investing in local productions?
Local productions can improve audience relevance and engagement while creating content that may also travel to other markets. Netflix reported that more than 100 Southeast Asian titles have appeared in its Global Top 10.
Can one localization strategy work across Southeast Asia?
A general regional framework can be useful, but execution usually needs to be adapted to each market. Language, culture, audience behavior, and content preferences vary significantly across Southeast Asia.
Conclusion
The rapid growth of streaming in Southeast Asia makes localization a core pillar of platform strategy. With more than 61 million premium VOD subscriptions across five major markets in 2025 and growing demand for both international and local content, platforms need to make content accessible while keeping it culturally relevant.
Netflix, Viu, and iQIYI demonstrate different approaches to this challenge through international content, Asian programming, local productions, and market-specific distribution strategies. As Southeast Asian audiences continue to influence global content consumption, effective localization can help streaming platforms connect with viewers locally while giving regional stories the opportunity to travel internationally.
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