Navigating the OTT Landscape: Comparative Analysis of Netflix and Tonton in Malaysia's Entertainment Industry

The entertainment landscape in Malaysia is rapidly evolving, driven by the rise of over-the-top (OTT) platforms. This study explores the dynamics between two major players: the local platform Tonton and the global giant Netflix. Through a comparative analysis of viewership demographics, engagement metrics, and content strategies, the research examines the challenges and opportunities local OTT platforms face in competing with international counterparts. The findings reveal that while both Netflix and Tonton attract similar age groups and face challenges in retaining viewer attention, significant differences exist in their global reach and content diversity. Tonton’s content is predominantly tailored to a local audience, limiting its appeal on a broader scale, whereas Netflix’s diverse offerings enable it to maintain a strong global presence. The study concludes that to thrive in the increasingly competitive OTT market, Tonton and other local platforms must diversify their content to cater to a wider audience, learning from the successful strategies employed by Netflix. This research provides valuable insights into the future of OTT platforms in Malaysia and offers recommendations for enhancing the global competitiveness of local entertainment providers.