Netflix has discovered a treasure trove in Asia, unlocking a wealth of stories, talent, and eager audiences. In fact, one out of every three scripted Netflix originals is now produced in the Asia-Pacific region, accounting for a remarkable 33% of the global total, as reported by Statista. This positions Asia as the leading hub for original content production on the platform—surpassing Western Europe (29%) and far ahead of North America, which has seen a decline in its production share in recent years.
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This data confirms a trend that has gained traction since 2021, when Asian content began to capture global attention, sparked by breakout hits like Squid Game and Alice in Borderland. The boom signifies not just a quantitative change but also a qualitative leap, elevating the standards of diversity, creativity, and universal appeal in Netflix’s original productions.
Why is Netflix investing in Asia as a production powerhouse?
Netflix’s commitment to Asia is underpinned by a strategic blend of commercial viability, local artistic talent, and market opportunities. With a staggering population of over 4.7 billion people, the Asia-Pacific region offers a vast subscriber base ripe for growth, especially as many are lured by ad-supported plans, affordable subscription options, and content that resonates with their cultural experiences.
Furthermore, countries like South Korea, India, Japan, and Indonesia boast robust audiovisual frameworks, equipped with seasoned production companies and state-of-the-art infrastructure. Producing content in these regions enables Netflix to tap into locally-inspired narratives with global resonance—as demonstrated by titles that have effortlessly transcended borders, without the need for extensive dubbing, thanks to the global surge of interest in Asian entertainment.
What influence does Asian programming exert on Netflix’s global lineup?
Asian productions have transcended niche status, establishing themselves as cornerstones of Netflix’s worldwide catalog. Unsurprisingly, the Squid Game trilogy dominates the rankings for most-watched non-English series, boasting over 265 million views, outshining even major American shows.
The platform has also witnessed an explosion in the popularity of anime, with series like Delicious in Dungeon and Demon Slayer garnering millions of views and capturing the loyalty of younger audiences globally. Expanding into Southeast Asia, Netflix has crafted collaborative projects like La Palma (a Spanish-Philippine production) that showcase the platform’s capacity to generate multicultural content with widespread appeal.
These series do more than just attract new subscribers; they also fuel Netflix’s licensing avenues, inspire spin-offs, generate live events, and even set the stage for themed parks, especially those centered around the Squid Game franchise.
Which regions are leading Netflix’s original content production?
Aside from Asia-Pacific leading at 33% and Western Europe at 29%, the report indicates a notable decline in North America’s production prominence. This figure has plummeted from 34% in 2021 to just 22% in 2024, revealing a pronounced shift in Netflix’s approach toward content creation. The company has decentralized its production strategy to better align with diverse local preferences and expand its catalog in response to intensifying competition.
Within Latin America, production only accounts for about 6%—a smaller slice of the pie yet still capable of producing high-impact series that gain international recognition. Other notable regions on the rise include Central and Eastern Europe (6%) and the Middle East and North Africa (4%), both crucial players in reinforcing Netflix’s foothold in emerging markets. This data comes courtesy of Ampere Analysis.
How does this strategy reshape the global streaming landscape?
Asia’s ascendance as Netflix’s creative epicenter grants the platform a competitive edge over rivals like Disney+, Max, and Prime Video, which largely focus their output within the U.S. or the U.K. By diversifying its geographic footprint, Netflix mitigates risks of market saturation, expands its cultural reach, and adapts to regional demands, ensuring it maintains its appeal among global viewers.
Investing in Asian content also reinforces Netflix’s identity as a global yet culturally nuanced platform, capable of telling universal stories that remain true to the individual flavors of each market.
Netflix and its focus on the Asian market
All indicators suggest that Asia’s role as a leader in original content production is set to amplify. Projections looking ahead to 2029 signal a substantial increase in regional subscribers, thereby justifying heightened budgets for local projects. With established support systems, collaborations with local studios, and a progressively dedicated audience, Asia is firmly establishing itself as the new Hollywood of streaming.
However, the critical distinction from the traditional U.S. model lies in the fact that this new epicenter of global entertainment isn’t centralized in one country—it spans from Seoul to Mumbai, and from Tokyo to Jakarta. Netflix has already carved out a privileged space on this map, blending diverse cultural narratives into a cohesive, entertaining tapestry.