Netflix Expands Southeast Asia Footprint with New Partnerships

Netflix is intensifying its investment in Southeast Asian storytelling through a series of initiatives announced at the Jogja-Netpac Asian Film Festival (JAFF) in Indonesia. These initiatives include a two-year partnership with the Indonesian Producers Association (APROFI) and the launch of its Creative Asia program in the region. This commitment aligns with JAFF’s 20th anniversary and highlights Netflix’s dedication to cultivating local talent and enhancing production infrastructure across Southeast Asia.

The streaming service reported a nearly 50% increase in global view hours for Southeast Asian titles from 2023 to 2024, with over 40 regional productions appearing in Netflix’s Global Top 10 in 2025. “Even as the streaming world has changed, our support for this region has stayed consistent — and proudly local,” said Malobika Banerji, senior director of content for Southeast Asia at Netflix. “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.”

New Collaborations and Resources for Filmmakers

The memorandum of understanding between Netflix and APROFI aims to bolster Indonesia’s production ecosystem. This partnership will finance workshops for various production roles and provide on-the-job training opportunities on Netflix projects. A key aspect of this initiative is Indonesia’s first national guidebook on production safety, which aims to enhance the industry’s operational safety and sustainability.

At the signing ceremony, Irene Umar, Indonesia’s vice minister of creative economy, praised the initiative. “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,” Umar stated. She emphasized the importance of collaboration among stakeholders, highlighting how this partnership marks the beginning of a long-term relationship.

Netflix also partnered with JAFF to introduce Creative Asia to Southeast Asia. Following its debut at the Busan International Film Festival in March 2024, the program connects emerging filmmakers with established creators, including Joko Anwar and Erik Matti. “I’m honored that JAFF is the next film festival to host Creative Asia,” said Ifa Isfansyah, JAFF founder and executive director. “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.”

The programming featured a discussion between Anwar and Matti, focusing on navigating creative risks and cultural specificity, as well as a panel on the emerging zombie genre in Southeast Asia. This panel included notable figures such as Kulp Kaljareuk, Carlo Ledesma, and Dee Lestari.

Skills Development and Future Projects

Netflix also hosted its second season of the Reel Life Film Camp at JAFF, building upon the success of its inaugural edition last year. This practical training initiative, backed by the Netflix Fund for Creative Equity, attracted over 800 applications and provided nearly 100 participants with intensive training in various aspects of filmmaking, including production, post-production, visual effects, and screenwriting.

Additionally, Netflix launched a still photography workshop aimed at assisting local photographers in transitioning to new creative roles. The second season of its Screenwriters Fellowship, in collaboration with Soda Machine Films, was also part of this initiative.

The company provided a preview of its upcoming Southeast Asian projects, including behind-the-scenes footage from the much-anticipated remake of Thailand’s period drama “Ploeng Phra Nang.” Matti confirmed that his Filipino series “BuyBust: The Undesirables” will stream next year. In a significant literary adaptation, Netflix is partnering with celebrated Indonesian author Dee Lestari to convert three of her best-selling novels — “Rapi Jali,” “Aroma Karsa,” and “Perahu Kertas” — into original series, all directed by female filmmakers.

The festival also showcased the world premiere of “Lupa Daratan” (Lost in the Spotlight), an Indonesian comedy by writer-comedian Ernest Prakasa, which tells the story of an award-winning actor who loses his ability to act just as he is cast to play the president of Indonesia. To date, more than 100 Southeast Asian titles have featured in Netflix’s Global Top 10, with regional content appearing in the Top 10 lists of over 80 countries this year.

Through these initiatives, Netflix is clearly positioning itself as a key player in the Southeast Asian entertainment landscape, fostering talent and expanding its reach in a rapidly growing market.