The world of streaming and content consumption in Southeast Asia is undergoing a fascinating transformation, one that challenges traditional notions of primetime and viewer habits. In a recent presentation at the Bali conference, Dhivya T., head of insights at ampd, shed light on how streaming and mobile-first formats are reshaping screen time in the region.
One of the most striking revelations is the relatively small slice of attention premium video commands. Despite the influx of streaming services and content, premium VOD users in Southeast Asia dedicate only about 8% of their screen time to streaming, with the majority of their leisure time spent on mobile devices. This trend remains consistent throughout the day, indicating a shift away from the traditional primetime viewing schedules.
The Rise of Microdramas
Dhivya highlights the emergence of microdramas as a key player in this evolving landscape. Microdramas, a new streaming format, integrate premium storytelling elements into a mobile-first delivery, offering serialized arcs and cliffhangers. This format not only captures attention but also monetizes it immediately, blurring the lines between content discovery and engagement.
What makes this particularly fascinating is the way microdramas bridge the gap between fast-paced, algorithm-driven content and more committed, premium viewing experiences. By building an audience and charging them within the same fast-attention layer, microdramas offer a unique opportunity for content creators and streamers to monetize their content more effectively.
Building Audiences and Brands
Dhivya's presentation also delves into the importance of building audiences and brands in the fast world of social media and messaging. She cites examples like the horror hit "Backrooms," which originated from a 4chan meme and became a massive success for A24, earning over $260 million worldwide. Similarly, in Southeast Asia, films like "My Dearest Assassin" and viral threads-turned-theatrical hits demonstrate the power of leveraging social media reach and local trends to build a dedicated audience.
In my opinion, this shift towards building engagement and monetization strategies within the fast-attention layer is a crucial insight for content creators and streamers. It highlights the need to understand and cater to the changing habits of viewers, who now graze across various content types and platforms throughout the day.
Local vs. Imported Content
The presentation also mapped the success of local content versus imported titles in various Southeast Asian markets. Dhivya notes that in countries with a strong local industry, homegrown stories often outperform Korean imports, which are typically dominant in the region. For example, local titles lead in Indonesia and Thailand, while Korean and U.S. content still tops the charts in Malaysia and the Philippines.
This trend underscores the importance of localized content and the power of tapping into local narratives and trends. It's a reminder that, while global content can travel, there's a unique opportunity for streamers and studios to invest in and promote local talent and stories, which can resonate deeply with audiences and drive engagement.
Conclusion
The insights shared by Dhivya T. offer a glimpse into the evolving world of streaming and content consumption in Southeast Asia. As viewer habits continue to shift and new formats emerge, it's clear that the traditional primetime model is no longer applicable. Instead, the focus should be on meeting the diverse needs and attention spans of viewers, leveraging the power of social media and local content to build deeper engagement and monetization strategies. The rise of microdramas and the success of locally-driven content highlight the exciting possibilities and challenges that lie ahead for the streaming industry in this dynamic region.
