Taiwan posted strong premium VOD subscriber and engagement growth in the third quarter 2023 to reach 5.8 million paid subscriptions, according to a new report from Media Partners Asia (MPA). The “Online Video in Taiwan” report leverages MPA’s consumer insights platform AMPD Research to track online video viewership trends across key VOD services on mobile devices.
The study found that premium VOD engagement and subscriptions were up 6% Q/Q in Q3 2023, with the premium VOD category capturing 20% of total time spent on online video. YouTube maintains leadership with 67% of total online video viewership, though share was down 3 points as TikTok (12% of viewership) gained traction in the market.
With shares of 18%, 15% and 9%, respectively, Line TV, Netflix and Disney+ lead premium VOD engagement, each growing 2-4 points in share Q/Q. Netflix and Disney, with a combined 38% of total subscriptions, are clear leaders in an otherwise fragmented SVOD landscape where over a dozen other platforms compete with under 10% subscriber market share.
“Taiwan’s strong quarter was led by Disney+’s impactful marketing efforts and hit Korean superhero drama ‘Moving,’ as well as organic subscriber growth from Netflix’s international offering and measures to reduce account sharing. The two platforms are key contributors to Taiwan’s steady annual subscriber growth of 1.0 million, returning strong revenue growth of 25% Y/Y in 9M 2023. Overall, Asian content categories, particularly Chinese and Korean dramas, dominate demand, capturing 85% of premium VOD viewership in Q3 2023,” commented Vivek Couto, Executive Director at MPA.
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