Content
Next-Gen Entertainment: The Impact of OTT in Asia
In recent years, the rapid growth of the Over-The-Top (OTT) streaming media market has made it common for individuals to subscribe to two or three platforms, transforming online entertainment into an indispensable part of our lives. From beloved cartoons and animated shows for children to popular dramas from Japan, Korea, Thailand, and China, even older generations are now “binge-watching,” moving away from traditional television. This shift is not only driven by the appeal of content but also closely linked to the development of streaming platforms and industry models. So, what are the key elements that contribute to the success of an OTT streaming platform?
Content Creation
To attract subscribers, OTT streaming platforms often introduce films and series from various countries and regions and even launch original projects. The world’s largest streaming platform, Netflix, offers up to 23 categories of programs, tailored by region (Japan, Korea, USA), by genre (romance, sci-fi & fantasy, thriller, sports, documentaries), and by age group (children, teens, adults), providing a personalized content selection for users worldwide. In 2025, several highly anticipated titles will be released, including “Stranger Things 5,” “You 5,” and the American series “Wednesday Season 2.”

Image Source: Hong Kong Netflix Account Platform (Accessed on January 10, 2025)
The second popular streaming platform is Viu, which is the second largest OTT platform in Southeast Asia after Netflix. Viu actively streams exclusive Viu Original series and programs, many of which feature television dramas and variety shows produced by Hong Kong artists and partners. Popular titles include “Margaret and David Series: Green Bean” and ” Warriors Within 2.” Additionally, Asian original dramas like “My Bubble Tea,” starring Nichkhun from the once-active K-pop group 2PM, have gained significant popularity. These sought-after productions are not bound by regional or traditional television limitations, providing viewers with a diverse and all-in-one streaming experience.
Pricing Models
Most OTT streaming platforms adopt subscription-based models such as SVOD (Subscription Video on Demand), transactional models (TVOD – Transactional Video on Demand), and ad-supported models (AVOD – Advertising Video on Demand). This allows anyone to easily enjoy movies and series without being constrained by region or time. According to data from AMPD, a subsidiary of Media Partners Asia (MPA), Viu OTT, developed by PCCW, has seen rapid growth since its launch in 2016. Within just five years, by 2021, it reached 45 million monthly active users and 5.3 million paying subscribers. The service quickly expanded into 16 markets across Asia, the Middle East, and South Africa, becoming a leader in the Southeast Asian streaming space. In the latest online earnings report, it was noted that as of June 2024, Viu’s user count had reached 11.7 million, reflecting an annual growth rate of 11%, with particularly strong growth in Indonesia and Thailand.
Viu OTT’s Hybrid Pricing Model
Viu OTT adopts a hybrid pricing model that offers flexible payment options, including ad-supported (AVOD) and monthly subscription (SVOD) services. Once users become free members, they can access free content with certain time and date restrictions; for example, the latest episode may only be available for viewing for two days. In the case of a 59 minutes episode, viewers will encounter 3-4 advertisements lasting 15 to 30 seconds each, repeated 2 to 3 times, totalling about 10 ads, of which 3 are skippable 1-minute ads. Additionally, the length of these advertisements gradually increases. This level of ad frequency often encourages viewers to switch to a subscription model while simultaneously generating advertising revenue for the platform.
For subscription members, Viu offers a choice between 3-month and annual payment plans, with prices that are relatively affordable in the market, allowing viewers to enjoy content 24/7.

Image Source: Viu Platform (Accessed on January 10, 2025)
Ads Delivery Technology
The biggest difference between traditional radio and OTT advertising lies in personalized advertising technology. Traditional radio only allows for one-way communication, which may not engage every listener and lacks interactivity, mainly relying on viewership ratings for calculations. In contrast, OTT advertising technology utilizes programmatic ads to achieve two-way communication, automatically pushing ads based on user behavior and viewing preferences without compromising the viewing experience.
Today, advertising formats are no longer limited; a single traditional ad is no longer captivating enough. Interactive ads are becoming increasingly common, such as YouTube’s surveys and game advertisements that allow users to try out games online without downloading them. Such ads not only avoid being annoying but also enhance the viewer’s experience and enjoyment, thereby increasing the conversion rate and providing direct revenue for advertisers. Furthermore, the advertising revenue obtained by the platform also contributes to business development, making stable and sustainable advertising technology a crucial component of OTT platforms.
Companies like Google Ad Manager, OpenX, PubMatic, and Magnite are key technology providers. With the rapid rise of the Asian OTT market, many Asian companies are beginning to reduce their reliance on these large firms and are instead hiring local companies, such as Datawise (HK) Ltd and AsiaPac in Hong Kong. Considering long-term development, some traditional companies are even starting to independently develop their own online advertising technology departments.
User Experience
When discussing user experience, the focus is often on UX/UI design and the interface’s visibility. However, on OTT streaming platforms, user experience encompasses the entire process starting from opening the application which can be significantly different.
Users can log into the same account on various devices, allowing them to watch shows anytime and anywhere. This requires substantial technical support to ensure stability in cross-platform viewing. Whether using a mobile phone during the commute, a computer during lunch, or an iPad before bed, this flexibility breaks the limitations of traditional television.
Moreover, synchronization features have become an essential part of user experience. This technology allows users to switch seamlessly between different devices, enabling them to start watching on one device, pause, and then continue on another without returning to the starting point or restarting the content. “Download For You” capabilities are equally important, supporting users in downloading content on mobile devices for smooth viewing experiences even in unstable network environments.
The ease of use for everyone is due to the streaming platform’s compatibility with various operating systems, such as iOS, Android, Windows, and macOS. This truly ensures that any user can access their favourite programs on the system they are most familiar with.
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