The streaming wars in Southeast Asia are heating up, and the latest development involves a strategic alliance between regional powerhouses Viu and iQIYI. This partnership, announced at the APOS conference in Bali, marks a significant move in the highly competitive streaming landscape of the region. By joining forces, these two mid-tier services aim to create a unified subscription service that combines their respective strengths and libraries.
A Complementary Alliance
The partnership is pitched as a strategic alliance, leveraging the strengths of both Viu and iQIYI. Viu, known for its Korean-led catalogue, including popular dramas and the Viu Original slate, will bring a diverse range of content to the bundle. This includes Chinese series, Southeast Asian productions, and the ever-popular Viu Shorts microdramas. On the other hand, iQIYI will contribute its extensive library of Chinese dramas and films, anime, variety shows, and local-language originals, such as the Thai drama Khemjira, the Indonesian drama The Other Sister, and the variety show Running Man Thailand.
This complementary approach aims to provide a comprehensive streaming experience, catering to a wide range of viewer preferences in Southeast Asia.
Navigating the Competitive Landscape
Southeast Asia is a challenging market for streaming services, characterized by price sensitivity, piracy, and a diverse audience. The region has witnessed the rise and fall of several locally targeted streaming services, including Hooq and iflix. The new bundle is a strategic move to pool resources, minimize churn, and compete more effectively against the global streaming giants like Netflix, Disney+, and Amazon Prime Video.
By combining their libraries, Viu and iQIYI can offer a more competitive pricing strategy, making great Asian content more accessible to their audiences. This move aligns with the trend of stand-alone streaming apps transitioning towards bundling and partnerships, as evidenced by Disney+'s deal with TVing in Japan and Viu's previous bundle with HBO Max in Southeast Asia.
A Strategic Growth Initiative
Both Viu and iQIYI have their eyes on growth opportunities in the overseas market, particularly in Southeast Asia. Viu, with its dual model of advertising and subscriptions, has established a strong presence across Asia, the Middle East, and Africa. Meanwhile, iQIYI, a NASDAQ-listed Chinese streaming giant, is expanding its reach beyond its home market, recognizing the potential for growth in Southeast Asia.
The bundled subscription service is set to launch in the second half of 2026, across Indonesia, Thailand, the Philippines, and Malaysia. While the pricing details remain undisclosed, the partnership signals a significant step towards a more unified and accessible streaming experience in one of the world's most competitive markets.
