For decades, the cadence of premium global television was dictated almost entirely by North American studios. But as the streaming industry navigates a highly scrutinized, cost-conscious era, the geographical power dynamics of entertainment have officially flipped. In a historic milestone for the global market, the APAC region has overtaken both North America and Western Europe to become the world’s largest incubator for first-run scripted streaming series.
According to new research from Ampere Analysis, APAC captured a massive 36% share of all first-run scripted TV orders placed by the ‘Big Six’ global streaming platforms—Prime Video, Apple TV+, Disney+, HBO Max, Netflix, and Paramount+—during the first half of 2026.
The raw numbers highlight a stark regional divide. Between January and June 2026, the APAC region secured 70 first-run scripted commissions. By comparison, North America trailed significantly with 46, and Western Europe recorded 44. All other global regions combined managed just 34 orders.
The engines of eastern growth
This historic shift is being aggressively engineered by Netflix and Amazon. While both streaming giants kept their first-run orders in North America and Western Europe essentially flat compared to early 2025, they have dramatically accelerated their spending in the East.
India has emerged as the beating heart of this commissioning boom, securing 25 new series orders to become APAC’s busiest market. Much of this surge was fueled by Prime Video, which heavily ramped up its investments across multiple Indian languages. South Korea held its position as the region’s second-largest market by volume, with Netflix maintaining a dominant grip on local commissioning.
However, the real surprise of 2026 lies in the rapid activation of emerging streaming territories. As mature markets like Japan and South Korea focus on retaining subscribers, platforms are utilizing emerging markets for aggressive audience acquisition. Taiwan registered nine new scripted commissions in the first half of the year, with Netflix quadrupling its local output to greenlight projects like the medical drama How to Survive Med School and the crime series Million-Follower Detective. Simultaneously, the Philippines secured seven commissions, bolstered by Amazon ordering five new series, including the romance drama The Loyalty Game.
Creatively, audience appetites in the region are evolving. Crime and thriller titles dominated the 2026 slate, accounting for a third of all APAC commissions, while drama reached a record 25% share. Conversely, sci-fi and fantasy—which led the region just a year prior—saw a sharp decline.
More importantly, global platforms are recognizing that these shows are no longer just for local consumption; they are highly exportable assets. ‘Asian content is increasingly finding audiences far beyond its home markets’, explained Cyrine Amor, Senior Research Manager at Ampere Analysis. Recent examples include Netflix’s Thai original My Dearest Assassin and the South Korean thriller The Great Flood. This global appeal has prompted streamers to lock down long-term pipelines, evidenced by Prime Video extending its worldwide distribution pact with South Korean entertainment giant CJ ENM into 2026.
The North American contrast: retreating to the IP safety net
This explosive, risk-taking growth in the East starkly contrasts with the defensive posture currently dominating the United States and North America.
While North America did experience a scripted commissioning recovery in 2025—with total commissions rising 3% year-on-year and pushing production volumes back to 76% of the 2021 ‘Peak TV’ heights—that rebound was built almost entirely on brand safety rather than original risk-taking.
To mitigate the financial hazards of launching untested shows, North American commissioners have become heavily reliant on pre-existing intellectual property. In 2025, adaptations and franchise-based projects accounted for a staggering 44% of all scripted commissions in the region. This trend was even more pronounced among commercial FTA broadcasters, who drove a 22% surge in scripted orders by tying 57% of their slate to established IP—the highest share seen in five years.
‘Commercial players are fighting back after several challenging years’, Amor noted regarding the Western market. ‘With continued pressure on content budgets, IP is becoming increasingly central to commissioners’ greenlighting process. Shaping content around pre-existing IP helps mitigate some of the risks… [and] basing scripted shows on established franchises or literary brands is now a key strategic priority’.
Ultimately, Ampere’s data paints a picture of an industry operating on two distinct tracks. In North America, platforms and broadcasters are leaning heavily on established franchises to protect their bottom lines and navigate budget constraints. But in the Asia-Pacific, streamers are unleashing unprecedented capital into fresh, locally produced storytelling—proving that the next era of global television is being written in the East.
