In recent years, the streaming giant Netflix has made significant strides in the Southeast Asian market with the successful launch of multiple local productions. These productions have not only excelled in viewership and critical acclaim but have also bolstered its ecosystem, solidifying its leadership position in the region.
In June, Netflix debuted the comedy series "Doctor Climax" in Thailand, sparking widespread attention due to its exploration of sexual themes. Directed and produced by Thai filmmaker Kand, the eight-episode series follows an introverted dermatologist and expert in sexually transmitted diseases who, under the pen name "Doctor Climax," writes a sex advice column in the conservative 1970s, igniting a sexual enlightenment movement. The series quickly climbed to the top of Thailand's viewership charts upon release, highlighting its popularity. Notably, Kand also directed the 2023 Netflix hit non-English film "Hunger."
Netflix debuts the Indonesian sci-fi film "Joko Anwar's Nightmares and Daydreams," a supernatural thriller addressing poverty and other social issues in Indonesia. (Image: Asia Weekly)
In Indonesia, Netflix launched "Joko Anwar's Nightmares and Daydreams" in June, marking its first collaboration with Indonesian director Joko Anwar. The supernatural sci-fi thriller addresses poverty and other social issues in Indonesia and has garnered positive reviews since its release.
To further solidify its market position, Netflix plans to increase local original content this year. The streaming service will include 10 Thai and 6 Indonesian productions, following last year's lineup of 6 Thai and 5 Indonesian productions. These originals span genres such as comedy, crime thrillers, and sci-fi supernatural, enriching Southeast Asian content offerings.
Additionally, Netflix has expanded its collection of locally produced films that have had theatrical releases and obtained local production company licenses. This year, over 50 Indonesian films will be added to the platform. The manager of Netflix in the Philippines noted that Filipino viewers are expected to watch more local films this year than in the past three years combined.
To enhance its competitive edge, Netflix reduced subscription fees in several Southeast Asian countries last year and collaborated with local partners to offer bundled services. This included partnerships with Philippine digital service company Smart and Thai mobile operator AIS. Netflix's success in Southeast Asia reflects the effectiveness of its localized content strategy and underscores the region's importance in the global streaming media landscape.
