中国流媒体平台进军东南亚市场 挑战Netflix霸主地位
近年来，中国流媒体平台正以"内容+平台"双轮驱动模式加速布局东南亚市场。 亚洲生活方式网站Pinkvilla评价称："一系列高收视率的中国节目令人目不暇接，从改编自热门故事的新鲜剧目，到荡气回肠的爱情剧和扣人心弦的悬疑剧，应有尽有。"
In recent years, Chinese streaming platforms have been accelerating their expansion into the Southeast Asian market with a "content + platform" dual-drive model. Asian lifestyle website Pinkvilla commented: "A series of high-rated Chinese programs are dazzling, ranging from fresh dramas adapted from popular stories, to soul-stirring romance dramas and gripping suspense dramas."
泰国主妇帕表示："我迷上了中国电视剧，尤其是古装剧，特别吸引人。"中国-印尼影视制作产业交流合作协会秘书长张振岭介绍："腾讯视频海外平台WeTV在东南亚地区的社媒粉丝超7000万，占整个东南亚人口规模的10%。"
Thai housewife Pa said: "I'm obsessed with Chinese TV dramas, especially costume dramas, which are particularly attractive." Zhang Zhenling, Secretary-General of the China-Indonesia Film and Television Production Industry Exchange and Cooperation Association, introduced: "WeTV, Tencent Video's overseas platform, has over 70 million social media fans in Southeast Asia, accounting for 10% of the total population of Southeast Asia."
平台出海战略：自建海外平台+本土化运营
Platform Overseas Strategy: Building Overseas Platforms + Localized Operations
2019年起，腾讯视频、爱奇艺等平台相继推出海外版本：
- 腾讯视频WeTV：2019年6月泰国首发
- 爱奇艺iQIYI：2019年6月国际站上线
- 优酷YOUKU：2020年海外版推出
Since 2019, platforms such as Tencent Video and iQIYI have successively launched overseas versions:
- Tencent Video WeTV: First launched in Thailand in June 2019
- iQIYI: International station launched in June 2019
- YOUKU: Overseas version launched in 2020
内容生态建设：三管齐下
Content Ecosystem Construction: Three-pronged Approach
- 输出优质国产内容：优酷《古装剧出海报告》显示中国古装剧已覆盖全球超200个国家
- 采购当地版权内容：iQIYI购买《便利店新星》等独播版权
- 制作本土原创内容：WeTV已制作56部原创剧集，如《我的导师老公》
- Export high-quality domestic content: YOUKU's "Costume Drama Overseas Report" shows that Chinese costume dramas have covered more than 200 countries worldwide
- Purchase local copyright content: iQIYI purchased exclusive broadcast rights such as "Backstreet Rookie"
- Produce local original content: WeTV has produced 56 original dramas, such as "My Tutor Husband"
市场竞争格局：中国平台初具挑战Netflix实力
Market Competition Pattern: Chinese Platforms Initially Have the Strength to Challenge Netflix
根据MPA报告，东南亚SVOD市场份额：
| 平台 | 份额 |
|---|---|
| Netflix | 44% |
| Viu | 17% |
| WeTV | 7% |
| iQIYI | 3% |
According to the MPA report, Southeast Asia SVOD market share:
| Platform | Share |
|---|---|
| Netflix | 44% |
| Viu | 17% |
| WeTV | 7% |
| iQIYI | 3% |
中央文化和旅游管理干部学院孙佳山表示："目前在东南亚，无论是内容方面，还是渠道方面，中国流媒体平台已经初步具备与网飞、Disney+正面竞争的能力。"
Sun Jiashan from the Central Academy of Culture and Tourism Management said: "Currently in Southeast Asia, whether in terms of content or channels, Chinese streaming platforms have initially possessed the ability to compete head-on with Netflix and Disney+."
未来挑战：本土化运营与成本控制
Future Challenges: Localized Operations and Cost Control
专家指出平台出海面临三大挑战：
- 文化差异适应
- 高昂的海外运营成本
- 各国监管政策收紧
Experts point out three major challenges for platform overseas expansion:
- Adaptation to cultural differences
- High overseas operating costs
- Tightening regulatory policies in various countries
