Navigating the streaming battleground: UTAR explores the future of local content in Malaysia’s digital race

In an era defined by digital transformation and mobile-first consumption, UTAR hosted a timely and thought-provoking talk titled Local Content & Streaming Race in a Small Market – Malaysia. Held on 26 November 2025 at UTAR Sungai Long Campus and streamed via Microsoft Teams, the hybrid session brought together over 266 participants from both physical and virtual platforms, underscoring the growing curiosity surrounding Malaysia’s evolving media landscape.

The distinguished speaker for the day was Mr GS Murali, a seasoned media professional with nearly three decades of regional experience across platforms such as ASTRO, MRTV Myanmar, and TVS. With his extensive expertise spanning media management, multi-genre production, and broadcast operations, Mr Murali offered a comprehensive overview of the dynamics shaping both global and local over-the-top (OTT) platforms, such as Netflix, Disney+, WeTV, RTM Klik, and Astro GO.

Throughout his presentation, Mr Murali dissected the intricate interplay between global streaming giants and local content providers vying for Malaysian audiences. He highlighted the challenges posed by Malaysia’s unique multicultural landscape, where content consumption is divided across languages and preferences, and where audience attention is increasingly fragmented due to short-form video trends and mobile-first habits.

Particularly compelling was his discussion on the use of artificial intelligence in content discovery. He explained how recommendation algorithms shape viewership, influence production decisions, and drive the marketability of local content. The economic viability of Malaysian originals versus imported Asian content was also examined, prompting deeper reflection on what makes local stories resonate in an oversaturated streaming environment.

Mr Murali presented striking industry data indicating that the global online entertainment market, valued at USD99.98billion in 2024, is forecasted to more than double by 2032. North America currently commands nearly half of that share, while Malaysia, as a small but complex market, presents unique strategic opportunities for content creators and platform providers.

The audience, comprising students and faculty members, actively engaged with the speaker, raising questions on pricing models, cultural integration in digital storytelling, and strategies for emerging creators. The session concluded with the presentation of a souvenir by Ms Melissa Stefanie Netto, Director of the Centre for Foundation Studies (CFS), followed by a group photograph to commemorate the occasion.

Reflecting on the event, it became evident that Malaysia’s streaming ecosystem is more than just a technological evolution. It is a cultural battleground where local voices, if empowered strategically, can thrive amidst global noise. UTAR’s commitment to nurturing informed, industry-aware graduates was strongly echoed in this session, which not only offered real-world insights but also fostered critical thinking around content, culture, and innovation.