Netflix’s Southeast Asian storytelling engine is accelerating — and the world is watching. The streamer revealed that global view hours of Southeast Asian films and series surged by nearly 50% from 2023 to 2024, with locally made titles travelling farther and faster than ever.
More than 100 Southeast Asian titles have entered Netflix’s Global Top 10 to date, and over 40 of those charted in 2025 alone. This year, titles from the region also landed in the Top 10 lists of over 80 countries, underscoring the region’s rising global footprint.
That momentum framed Netflix’s expanded presence at this year’s Jogja-NETPAC Asian Film Festival (JAFF). Marking JAFF’s 20th anniversary, the streamer unveiled its most extensive Southeast Asian industry engagement yet — from training programmes and creator exchanges to a new multi-year partnership aimed at strengthening the region’s production ecosystem.
Malobika Banerji, Senior Director of Content for SEA at Netflix, highlighted the philosophy behind this push: “Even as the streaming world has changed, our support for this region has stayed consistent — and proudly local. And 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.”
One of the festival’s key highlights was the Southeast Asian debut of Creative Asia, Netflix’s platform for emerging filmmakers. After its inaugural run at BIFF in 2024, the JAFF edition brought together established and rising voices for conversations on craft, collaboration and the region’s expanding creative landscape.
JAFF Founder & Executive Director Ifa Isfansyah said: “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. As global recognition of Asian creativity continues to grow, I am excited to see such initiatives take root and flourish.”
Creative Asia featured intimate exchanges between celebrated directors Joko Anwar (Nightmares and Daydreams) and Erik Matti (BuyBust), who discussed creative risk, cultural identity and the evolution of Southeast Asian genre storytelling.
A session spotlighting the region’s unexpected “zombie wave” brought together Kulp Kaljareuk (Ziam), Carlo Ledesma (Outside), and Kimo Stamboel (The Elixir) — the latter recently topping the global non-English film chart for two consecutive weeks and entering the Top 10 in 75 countries. Netflix’s regional production teams also hosted practical workshops unpacking how stories move from concept to screen across international-scale sets.
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JAFF also became the launchpad for a major new industry collaboration. Netflix and the Indonesian Producers Association (APROFI) signed a two-year Memorandum of Understanding aimed at strengthening Indonesia’s creative production infrastructure. Their first initiative: Indonesia’s inaugural national production safety guidebook, designed to help local productions operate more safely and sustainably.
Indonesia’s Vice Minister of Creative Economy, Irene Umar, welcomed the partnership, saying: “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, and I am committed to continuing this work with all of you.”
Netflix also returned with Season 2 of Reel Life Camp, its hands-on training programme created through the Netflix Fund for Creative Equity. Across two seasons, Reel Life has drawn more than 800 applications and trained nearly 100 emerging filmmakers. This year’s cohort participated in workshops on production, post-production, VFX, editing, screenwriting and industry networking, alongside a second edition of the Screenwriters Fellowship with Soda Machine Films.
JAFF further served as a stage for Netflix’s upcoming Southeast Asian slate. The streamer previewed a behind-the-scenes look at the highly anticipated remake of Thailand’s historical drama Ploeng Phra Nang. Erik Matti confirmed that his Filipino series BuyBust: The Undesirables will stream next year.
Netflix also unveiled a major partnership with acclaimed Indonesian author Dee Lestari, whose best-selling novels — Rapi Jali, Aroma Karsa, and Perahu Kertas — will be adapted into new Netflix series helmed by Indonesian female filmmakers including Sabrina Rochelle and Kamila Andini.
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The festival closed with the world premiere of Lupa Daratan (Lost in the Spotlight), the upcoming Indonesian film by writer-comedian Ernest Prakasa, followed by an audience Q&A. The film follows an award-winning actor whose ego matches his fame — until he suddenly loses his ability to act just as he’s cast to play the President of Indonesia.
Collectively, Netflix’s slate of programmes, partnerships and premieres at JAFF signals a deeper, long-term commitment to Southeast Asian storytelling. As Banerji put it: “We see Southeast Asia as a true creative powerhouse — bold, diverse, and full of heart. And we’re genuinely honored to stand beside you as we shape the next chapter of storytelling together.”
