APAC surges ahead of US and Europe as biggest market for scripted streamer orders
APAC overtook the US and Europe as the largest market for streaming commissions in H1 2026, with 36% of first-run scripted orders, driven by Netflix and Prime Video. India led with 25 orders, while South Korea, Taiwan, and the Philippines also saw significant growth. Crime, thriller, and drama genres dominated. Ampere Analysis attributes this to subscriber growth opportunities and global appeal of Asian content.
How this was made
The 30-second read
Why it matters
The surge in APAC scripted orders signals a strategic pivot toward high‑growth regions, potentially reshaping content investment patterns.
Market read
APAC now leads global scripted commissioning, indicating a shift in streaming content strategy.
What to watch
Currency fluctuations, regulatory environments, and talent pipeline constraints in emerging markets.
Background
Streaming services are competing for global subscriber growth, increasingly turning to localized content.
Ticker impact
Netflix drives a record number of first‑run scripted orders in APAC, 36% of global green lights H1 2026.
Potential upside as APAC content spend rises.
Higher order volume signals stronger demand and future earnings contribution.
Prime Video accounts for the largest share of APAC scripted orders, especially in India with 25 orders.
Modest upside if APAC growth translates to higher services margins.
Expanded local language content supports subscriber acquisition.
Apple TV+ is listed among OTT platforms contributing to APAC scripted commissions.
Limited direct impact; reflects sector trend.
Apple’s diversified business dilutes single‑segment effect.
Disney+ is included in the analysis of OTT platforms commissioning APAC scripted series.
Minor upside if APAC orders increase subscriber count.
Impact likely modest relative to Disney’s broader portfolio.
Market effects
Highlights accelerating APAC content spend, benefiting streaming and production services.
APAC emerges as the top market for scripted commissions, likely boosting local media ecosystems.
Shift may reallocate capital from US/Europe to APAC for OTT content investments.
Counterpoint
APAC growth could be overstated; high production costs and uncertain monetization may limit upside.
Key entities
- CompanyNetflix
Leading global OTT platform driving APAC scripted orders.
- CompanyAmazon (Prime Video)
Major OTT platform expanding in India and other APAC markets.
