Anthony Dobson
CEO | OnDemandIQ
This week, we dive into user engagement trends on two leading regional platforms VIU and iQIYI—with a focus on Indonesia and the Philippines. Understanding the nuanced content preferences in these markets is crucial for effective content strategy and platform optimization. Our insights, powered by AudienceIQ data, reveal distinct consumption patterns that underscore the importance of regionalization and genre-specific content curation.
Our latest data from March 2025, sourced through AudienceIQ, highlights significant differences in content consumption between Indonesians and Filipinos on both VIU and iQIYI. This emphasizes that a one-size-fits-all approach to content acquisition and promotion is unlikely to yield optimal results across diverse regional markets.
VIU: The Pull of Sci-Fi & Fantasy and Comedy
On VIU, Sci-Fi & Fantasy emerged as the dominant genre among Indonesian viewers in March, accounting for 56% of their consumption, driven by popular titles like Twinkling Watermelon (2023) and My Perfect Stranger (2023).
In contrast, Filipinos on VIU showed a strong preference for Comedy, with 50% of their viewing time dedicated to this genre, fueled by series such as My Love From Another Star (2013), Goblin (2016), and the VIU original Undercover High School (2025).
Undercover High School (2025) also contributed to Comedy consumption in Indonesia, highlighting the potential for cross-regional appeal, albeit with varying degrees of dominance.
iQIYI: Drama & Biography Takes Center Stage
Moving to iQIYI, Drama & Biography proved to be the most preferred genre in both Indonesia (50%) and the Philippines (38%). Indonesian viewers, however, showed a greater inclination towards Crime, Mystery & Thriller (19%), with the Korean series The K2 (2016) being a significant driver.
Other titles driving consumption consumption in Indonesia included the iQIYI Original Love Yourself (2020), the Thai drama Between Us (2022), bolstered by two solid South Korean comedies; The Heirs (2013) and Flower Boy Next Door (2022).
While Drama & Biography reigned supreme overall among Filipino iQIYI viewers, Sci-Fi & Fantasy remained popular in the Philippines (31%), boosted by the recent release Love of the Divine Tree (2025).
iQIYI Original dramas filled 4 of the top 5 slots in the Philippines with the titles Love Yourself (2020), The Lion's Secret (2020), The Best Thing (2025), The Thai crime thriller Petrichor (2024) made a notable appearance ranking number 3 in March.
The Enduring Value of Library Content: "Old is Gold"
A crucial insight highlighted by the data for both VIU and iQIYI is the significant contribution of back-catalog content to overall viewership. This reinforces the notion that platforms should not solely focus on acquiring the latest releases but also curate and maintain a compelling library of high-quality content that continues to resonate with audiences over time.
Transform Your Platform with Data-Driven Insights
At OnDemandIQ, our AudienceIQ tool leverages passive data across all devices, including CTVs, to provide unparalleled insights into real user behavior. Imagine the impact of making data-driven decisions that align with your audience’s behavior. With AudienceIQ, you can stay ahead of the competition and build a platform that resonates with viewers.
Ready to elevate your content strategy? Request a demo of AudienceIQ today and discover how our insights can transform your platform’s performance. Book a time here.
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