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Netflix Malaysia: Raya Content Calendar Drives Highest SEA Viewing Hours
Netflix Malaysia
Highest Raya-period viewing hours ever in MY
8.1M festive impression reach
14% churn reduction during Raya window
The Challenge
Netflix Malaysia wanted to position their Raya content slate — local Malaysian Raya films and family series — as the premier festive home viewing destination, driving subscription retention during the holiday period when family viewing peaks.
The Solution
Highway and mall digital OOH in the 10 days before Hari Raya featured warm, family-oriented creative highlighting Netflix Malay-language originals, with a focus on the emotional home-viewing moment rather than individual shows.
The Results
Highest Raya-period viewing hours ever in MY
8.1M festive impression reach
14% churn reduction during Raya window
"Raya is the one time of year when the whole family is watching together. Being present in that cultural moment with locally resonant creative on the big screens people drive past on the way home reinforced exactly the emotion we wanted Netflix to own."
Bernadette Aulestia, VP Content, Netflix APAC
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
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Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens