The number of SVOD subscribers in Malaysia hit 2.3 million in the first quarter, according to new data from Media Partners Asia (MPA), with Netflix, iQIYI and Viu leading the premium video market.
Per data from MPA’s AMPD Research Platform, Malaysians streamed 7.6 billion minutes of premium video content in Q1. Premium video accounted for 9 percent of all streaming minutes, with YouTube dominant at 74 percent and TikTok taking a 16 percent share.
Netflix accounted for 61 percent of time spent on premium video, with Malaysians tuning in for Korean dramas, U.S. movies and series and Japanese anime.
China’s iQIYI, which has been expanding its Southeast Asian presence, accounted for 15 percent of premium video streaming minutes. Its variety show Youth With You and Chinese dramas, as well as content from TV3 and Japanese anime, drove viewing on the platform.
First window and library Korean dramas and variety series at Viu drove its share of premium video viewing time to 11 percent. Astro Go, serving the pay-TV platform’s customers, had a 4 percent share of premium video streaming.
MPA expects premium video usage to grow as Disney+ Hotstar arrives in the market next month.