Is Southeast Asia about to become the next global content powerhouse thanks to Netflix? The streaming giant is betting big on the region, and their recent moves suggest a massive influx of investment and opportunity for local creators. But is this a genuine commitment to fostering local talent, or simply a strategic play to capture a growing market? Let's dive into Netflix's latest partnership and initiatives in Southeast Asia and explore the potential impact.
Netflix is deepening its roots in Southeast Asia through a significant partnership unveiled at Indonesia's Jogja-Netpac Asian Film Festival (JAFF). This includes a two-year collaboration with the Indonesian Producers Association (APROFI) and the regional debut of its Creative Asia program. This isn't just a fleeting interest; it's a concerted effort to nurture local talent and bolster the production infrastructure across the region. Think of it as Netflix planting seeds for a future harvest of compelling Southeast Asian stories.
The numbers speak volumes: global view hours of Southeast Asian titles on Netflix have surged nearly 50% from 2023 to 2024. More than 40 regional titles cracked Netflix’s Global Top 10 in 2025 alone. This explosive growth clearly demonstrates the global appetite for Southeast Asian narratives. It showcases the potential for these stories to resonate with audiences far beyond the region.
Malobika Banerji, Senior Director of Content for Southeast Asia at Netflix, emphasizes their commitment: "Even as the streaming world has changed, our support for this region has stayed consistent – and proudly local. Our commitment isn’t just to the creators already in the spotlight. We care just as deeply about those who are still finding their voice – the next generation of filmmakers, storytellers, and crew who will shape the future of this region.” This statement highlights a focus on long-term development and investment in emerging talent.
The two-year memorandum of understanding between Netflix and APROFI is designed to strengthen Indonesia's production ecosystem. This partnership will fund workshops for both above-the-line (actors, directors) and below-the-line (crew) talent. Importantly, it will provide on-the-job training opportunities on actual Netflix projects, offering invaluable practical experience. The collaboration also includes fostering industry dialogue to address challenges and opportunities within the sector. And this is the part most people miss: The partners introduced Indonesia’s first national guidebook on production safety, crucial for ensuring productions operate safely and sustainably, and a sign of Netflix's commitment to responsible filmmaking.
Irene Umar, Indonesia’s Vice Minister of Creative Economy, lauded the initiative, stating, “The Indonesian film industry is a significant engine of our economy. Netflix has played a major role in the global film and television ecosystem, and I truly appreciate its contribution to Indonesia. Our gotong-royong (community driven) approach means in-depth collaboration across stakeholders – and here we see the clearest evidence of it with the film industry, associations, and key players like Netflix and APROFI coming together. I believe this MoU marks the beginning of a long-term partnership.” This "gotong-royong" approach signifies a collaborative spirit, with various stakeholders working together to elevate the industry.
Netflix, in collaboration with JAFF, brought Creative Asia to Southeast Asia for the first time. This program connects emerging filmmakers with established creators, including renowned names like Joko Anwar, Erik Matti, and Dee Lestari. Imagine the impact of mentorship from these industry leaders on the next generation of Southeast Asian filmmakers! But here's where it gets controversial... Some argue that these programs are simply a way for Netflix to cherry-pick the best talent and exploit their ideas, while others believe they provide invaluable opportunities for growth and exposure. What do you think?
Ifa Isfansyah, JAFF Founder and Executive Director, shared, “I’m honored that JAFF is the next film festival to host Creative Asia, after its inaugural launch at BIFF in 2024. What’s truly meaningful is that Netflix, BIFF, and JAFF all share a common vision: to nurture Asian cinema as a reflection of the dynamic and vibrant societies in our region.” This shared vision underscores a commitment to authentic storytelling that reflects the region's rich cultural tapestry.
Programming included a creator conversation between Anwar (“Nightmares and Daydreams”) and Matti (“BuyBust”) on navigating creative risk and cultural specificity, plus a panel on Southeast Asia’s emerging zombie genre featuring Kaljareuk (“Ziam”), Ledesma (“Outside”) and Stamboel (“The Elixir”). The latter title recently ranked No. 1 among non-English films globally for two consecutive weeks and entered the Top 10 in 75 countries, demonstrating the global appeal of Southeast Asian genre films.
Netflix also hosted the second season of Reel Life Film Camp at JAFF, a practical training initiative receiving over 800 applications. This camp provides intensive training in various aspects of filmmaking, from production to screenwriting, supported by the Netflix Fund for Creative Equity. Furthermore, Netflix launched a unit still photography workshop to help local photographers transition into new creative roles and ran a second season of its Screenwriters Fellowship. All of these initiatives highlight Netflix's commitment to developing a diverse range of talent within the region.
Netflix offered a sneak peek at its upcoming Southeast Asian projects, including behind-the-scenes footage from the remake of Thailand’s period drama “Ploeng Phra Nang.” Erik Matti also confirmed that his Filipino series “BuyBust: The Undesirables” will be available for streaming next year.
In a significant literary adaptation announcement, Netflix will partner with Dee Lestari to adapt three of her best-selling novels – “Rapi Jali,” “Aroma Karsa,” and “Perahu Kertas” – into original series. These projects will be helmed by female filmmakers, with Sabrina Rochelle directing “Rapi Jali” and Kamila Andini tackling “Aroma Karsa.” This commitment to adapting local literary works and supporting female directors is a powerful statement.
The festival also featured the world premiere of “Lupa Daratan” (Lost in the Spotlight), an Indonesian comedy about an actor who loses his ability to act just as he’s cast to play the president. It's a testament to the vibrant and diverse range of stories coming out of Indonesia.
To date, over 100 Southeast Asian titles have landed in Netflix’s Global Top 10, with regional content ranking in the Top 10 lists of over 80 countries this year. All this information leads to one major question: Is Netflix truly investing in Southeast Asian storytelling, or are they simply capitalizing on a trend? Will this lead to genuine empowerment for local creators, or will it ultimately homogenize the region's unique voices? Share your thoughts in the comments below!
