Monthly share of internet users using SVOD APAC Q3 2023, by country

In the third quarter of 2023, about 97 percent of internet users aged between 16 and 64 years in the Philippines used a subscription video-on-demand (SVOD) service such as Netflix each month. Comparatively, 78.9 percent of internet users in Japan used a SVOD platform on a monthly basis as of the third quarter of the same month. This follows the trend observed in the global ranking of viewing time of streaming services, which has been growing the most in Asia year-on-year.

SVOD services on the rise

Globally, SVOD service revenue has increased continually over the last couple of years and has the highest revenue of other video-on-demand services on a global level. The same trend can be observed in the Asia-Pacific region. The preferred streaming device in Asia seems to be the mobile phone, while countries in Oceania tend to prefer the TV or computer for streaming purposes. Although SVOD services record a rising number of subscribers, the preferred video streaming service payment model for most consumers in the Asia-Pacific region is still watching ads rather than paying for an ad-free experience.

Local or global?

SVOD services seem to be on the rise in the Asia-Pacific region. Still, due to the region's cultural, linguistic, and economic diversity, it remains challenging for international platforms to breach the market. Netflix seems to be the global powerhouse regarding its estimated number of SVOD subscribers compared to other platforms. Nevertheless, the APAC region has the lowest number of Netflix paying screening subscribers worldwide. While the international platform Disney+ was forecast to have the highest number of SVOD subscribers by 2027 in the region, local streaming services are also gaining popularity in their respective countries.