ampdAPOS 2026
The Southeast Asia
Attention Map
Winning in the new attention economy.
Dhivya T · Head of Insights, ampd & Media Partners Asia
No category owns a daypart.
Consumers have dynamic mobile diets across categories, even premium VOD does not hold a primetime.
When Southeast Asia is watching, by hour share of leisure time, by hour
Premium VOD users spend about five hours a day on mobile leisure.
Streaming gets 8%.
8%
of mobile leisure
→
23 mins
on mobile
→
60 mins
total screens
Committed, but not captive:
a third of premium sessions run a second screen.
0%
of premium sessions run
a second screen
0%
of those run TikTok,
alongside each market's home app
What runs on the phone during premium video, by market
% of premium-video sessions
Two kinds of attention: fast and slow.
A fast session lasts about 2 minutes; a slow one runs more than 10× longer. Fast wins the most total minutes; slow wins the deepest session.
Fast
Fast is served.
2 min
typical session
13×/day
times opened
quick hits, lean-forward, all day
Slow
Slow is chosen.
24 min
typical session
4×/day
times opened
intentional, lean-back, chosen
Attention lives on fast. Engagement lives on slow.
Fast attention is where audiences and brands are built: social, messaging, short video. The deep, slow view is earned there first.
The audience is built on mobile. The hit is banked on premium.
Micro-drama: premium-style stories, TikTok-style behaviour.
Where premium storytelling meets fast attention.
0%
of the online population
watched micro-drama
~0
sessions a day, ~1.5 min each
short, TikTok-style behaviour
0%
of viewers' mobile leisure time
ahead of premium VOD (6%)
Leading micro-drama apps
Where local has scale, it beats Korea.
Premium VOD viewership share by content origin
Local Korea China Japan US / West
The stories that cross borders.
ampdAPOS 2026
The new rules of attention
01
Attention has no primetime
Users are consuming content across categories, all day.
02
Capture fast attention to earn slow engagement
Fast attention is where audiences and brands are built. The deep, slow view must be earned.
03
Micro-drama is a new mode
Taking premium content into the world of fast attention: quick hits and scrolls.
04
Local strength is undeniable
In Indonesia and Thailand, local beats Korea.
ampd