Chinese video streaming platforms capture over half of Vietnam's market, beating K-dramas

A recent nationwide poll in Vietnam shows that viewership for video platforms originating from mainland China has exceeded 50%, reaching 54% and surpassing South Korean television dramas, which have long dominated the market. The survey results were completed late last year by several research institutions commissioned by the Vietnam Academy of Social Sciences, with respondents covering various age groups in major cities such as Hanoi and Ho Chi Minh City. The data indicates that the proportion of people using Chinese short videos and streaming services has increased significantly, particularly among the 18-to-35 age demographic, forming a sharp contrast with the popularity of Hallyu culture in Vietnam over the past decade. The research team pointed out that the precise algorithms and AI recommendation mechanisms behind the platforms allow content to quickly match users' interests and lifestyles, thereby accumulating a large number of views in a short period of time.

The expansion of Chinese video enterprises in Southeast Asia is not a recent development. Since 2015, several major platforms have begun investing in localization strategies, including partnering with local Vietnamese production companies, launching Vietnamese subtitles and dubbing services, and utilizing big data analysis to study the viewing habits of local audiences. By contrast, while South Korean entertainment companies have maintained high-quality production and star power in recent years, their investments in platform diversification and technological upgrades have been relatively conservative. This gap has made Chinese content more competitive in terms of pricing, update frequency, and diverse themes, further accelerating its penetration into the Vietnamese market.

However, as the application of AI technology in video production and content distribution becomes increasingly widespread, Vietnam's cultural and academic circles have expressed deep concern over potential negative effects. Experts pointed out that AI-generated scripts, soundtracks, and even virtual characters can easily lead to information distortion or value distortion if they lack strict auditing and ethical norms. For example, some platforms have started testing automatically generated short dramas. While these works are highly engaging visually and narratively, the ideologies and commercial orientations behind them are often difficult for viewers to recognize. In the long run, if works by local creators are replaced on a large scale by AI, it could weaken the preservation and innovation space of Vietnam's native culture.

From an industrial perspective, the dual push of AI and algorithms has not only changed the supply model of content but also reshaped consumer behavior. Vietnam's advertising market has begun to rely on platforms' precise delivery systems, allowing advertisers to adjust messaging in real time based on user viewing history to increase conversion rates. Simultaneously, however, this highly personalized information stream also increases the risk of information manipulation. Without transparent algorithmic review mechanisms, platforms may unknowingly promote specific political or commercial stances, creating biased impacts on public discourse.

Faced with these challenges, the Vietnamese government and relevant departments have initiated several countermeasures. The Ministry of Culture plans to strengthen financial support for the local film and television industry over the next two years, encouraging creators to use local stories and cultural elements to produce high-quality works while promoting AI ethical guidelines that require platforms to label the sources and production methods of generative content. Meanwhile, civil society organizations have called for enhanced media literacy education to improve audiences' ability to identify AI-generated content. If a balance can be struck between technological innovation and cultural protection, Vietnam may be able to maintain its own cultural characteristics and creative vitality amid global video competition.