Streaming War Heats Up in Asia: How Netflix, Prime Video, Disney and Warner Bros. Discovery Are Betting Big on Local Stories and Fandom to Conquer the World

Bali just became the epicenter of the streaming universe. This week, the biggest names in entertainment — Netflix, Prime Video, Disney, and Warner Bros. Discovery — gathered at the APOS 2026 conference, and the message was crystal clear: Asia is no longer a side quest; it's the main storyline.

Executives from each platform laid out their battle plans, and if there's one thing they all agree on, it's that local content and rabid fandom are the twin engines driving the next wave of global domination. Forget Hollywood — the future is being written in Seoul, Tokyo, Mumbai, and Bangkok.

The New Gold Rush: Why Asian IP is the Streaming Industry’s Most Valuable Asset

The session, titled "Asia’s Streaming Advantage: Growth, Profitability and What’s Next," featured a lineup of heavy hitters: Netflix's Minyoung Kim, Prime Video's Gaurav Gandhi, Disney's Tony Zameczkowski, and Warner Bros. Discovery's James Gibbons. Each brought a distinct playbook, but the core strategy was identical: invest deep in local stories, then watch them travel the world.

Kim, who oversees content for APAC excluding India, described her role as that of a "portfolio manager." She pointed to Netflix's massive investments in Korea, Japan, and India — bets that have already paid off spectacularly. Think Squid Game, Physical: 100, and a dozen K-dramas that became global water-cooler moments. But she also acknowledged a shift: Asian audiences are now hungrier than ever for international franchises, creating a two-way street of cultural exchange.

Netflix’s Korean Obsession Pays Off

Kim's comments came as no surprise to anyone following Netflix's trajectory. The platform has poured billions into Korean content, turning the country into a production powerhouse. But she also teased that Japanese live-action productions and Thai narratives are poised for their own breakout moments — a prediction that sent ripples through the industry. If history is any guide, Netflix's next global hit could come from a Japanese manga adaptation or a Thai horror series.

And the numbers back it up. According to recent reports, Netflix’s APAC subscriber base now rivals its North American numbers, with local originals driving a significant chunk of new sign-ups. The formula is simple: tell authentic stories that resonate locally, then watch the world binge.

Prime Video’s Tailored Approach: From Live Sports in Japan to Sustainability in India

Gaurav Gandhi, taking the stage for Prime Video and Amazon MGM Studios, emphasized that there’s no one-size-fits-all strategy in Asia. “Asia is a big content hub,” he said, and the company is adapting its approach market by market. In Japan, where many users come from traditional TV backgrounds, Prime Video has aggressively expanded into live sports — a move that's drawing in older demographics and keeping them hooked. In India, the focus is on balancing scale with long-term sustainability, meaning smart investments in local languages and formats.

Gandhi also highlighted the growing value of IP. He noted that dramas — especially those rooted in intense emotion and cultural specificity — are the most likely to cross borders and become mainstream hits. The implication? Don't be surprised to see more Indian and Japanese dramas breaking out internationally in the coming years.

Disney’s Power of Partnerships: Hulu Japan and ESPN+ Strategy

Disney’s Tony Zameczkowski brought a touch of Hollywood glitz to the Bali stage. He argued that high-quality, talent-driven storytelling remains the industry’s most reliable growth engine — but he also made it clear that Disney isn't going it alone. Strategic partnerships are key. The company’s collaboration with Hulu Japan has allowed it to tap into local expertise, while bundling ESPN with Disney+ in markets like Japan, South Korea, Hong Kong, and Singapore has proven a winning formula for subscriber retention.

Zameczkowski's takeaway? In a crowded market, curation and collaboration are just as important as the content itself. Disney is leveraging its massive library of franchises — from Marvel to Disney Animation — but it's also betting on local storytelling to keep audiences loyal.

Warner Bros. Discovery’s Fandom First Strategy: How Harry Potter Still Drives Value

James Gibbons of Warner Bros. Discovery delivered perhaps the most passionate pitch of the afternoon. He zeroed in on the power of fandom, arguing that when you have a great fan base, they become the center of the equation. “Harry Potter” was his Exhibit A — a franchise that continues to generate value across streaming, theme parks, merchandise, and new spin-offs.

Gibbons noted that markets like Japan and China have long demonstrated the commercial power of fan-driven content. He also pointed to vertical-format storytelling as a trend that could reshape audience behavior in the coming years — a nod to the rise of short-form video and mobile-first content that is exploding across Asia.

For Warner Bros. Discovery, the strategy is clear: lean into the communities that already love your IP, and expand from there. It's a lesson that many streaming services are learning the hard way — but Gibbons seems confident that his company's deep bench of beloved characters gives it a unique edge.

What’s Next: Japanese Live-Action, Thai Content, and Vertical Storytelling

When asked which content categories are most likely to travel globally in the coming years, the executives were remarkably aligned. Japanese live-action adaptations and Thai content were the top picks. Kim predicted a wave of Japanese live-action productions breaking through internationally, while Zameczkowski echoed that Japanese IP is poised for global appeal — think animated hits like Demon Slayer transitioning into live-action.

Gandhi added that drama remains the king of cross-border genres, and Gibbons brought home the importance of vertical storytelling — a format that's already dominating platforms like TikTok and YouTube, and could soon reshape how streaming services think about engagement.

As the session wrapped, one thing was crystal clear: the streaming wars have entered a new phase. The era of simply importing Hollywood content is over. The winners will be those who can mine the rich veins of local stories, nurture fan communities, and turn Asian IP into a global export machine. And if the executives in Bali are any indication, the race is just getting started.

Stay tuned — the next billion-dollar franchise may already be streaming in a language you don't speak yet.

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