Asia’s OTT Streaming Market: Where the Growth Is

As Netflix, Disney+ and HBO Max pour investment into local content, we surveyed six APAC markets on four indices — direction, change, regulation and spending. Taiwan leads on confidence; Thailand leads on spend; Japan stays cautious.

1. Confidence: Taiwan leads, Japan hesitates

Taiwan posts the highest direction index at 85%, signalling strong belief in OTT’s trajectory. Japan sits at just 39% positive with 51% neutral — a wait-and-see stance.

2. Appetite for change is highest in TW & TH

Taiwan and Thailand share the strongest demand for change at 82% — Taiwanese viewers, in particular, want more innovation in services and content. Japan again leans neutral (44%).

3. Spending intent

Thailand shows the highest willingness to spend more (69%), marking it as a high-potential growth market. Japan is reserved at 26% positive (64% neutral).

What it means

• Differentiated content wins — with leaders established, fresh, original content drives the next wave of growth.
• Deepen localisation in Taiwan and Thailand to meet appetite for innovation.
• Optimise the experience in Japan — solve specific pain points to lift willingness to pay.

Reproduced in ShareParty Insight’s research hub from our partner research archive. Charts are ShareParty renderings of the published figures.

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