For all the money and content streamers are pouring into Southeast Asia, premium video commands a strikingly small slice of the region's attention - only about 8 percent of the time people spend on their screens. That was one of several surprising takeaways from a presentation by Dhivya T., head of insights at ampd, the data arm of APOS organizer Media Partners Asia, who spoke at the Bali conference about how streaming and new mobile-first formats have scrambled how Southeast Asians actually use their screen time, and what it means for the many companies courting them.

According to ampd's data, premium VOD users in the region spend around five hours a day on mobile leisure, with streaming just 8 percent of it - and once their TV screen is included, premium content still averages only about an hour a day. More striking, that share barely moves no matter the hour - premium video holds flat at 7 to 8 percent at every part of the day.

 There's no primetime anymore,  Dhivya said. Consumers, she argued, graze across social, messaging, video, premium and microdrama side by side, all day, with no single category owning a slot. And the point, she stressed, isn't for streamers to strategize on how to grow that 8 percent.

 The split isn't a share to be won, it's a need to be met,  she said.

Ampd's research also found that even committed long-form viewing rarely involves undivided attention, as a third of premium sessions usually run a second screen, typically a local app. The phone isn't beating the television, Dhivya said. Instead, the two run at once,  the committed screen and the restless screen, stacked. 

She divided users' screen habits into two categories: fast attention versus slow. Fast attention - social, messaging, short video -  is served to you,  a scroll of quick hits chosen by algorithm. Slow attention is the lean-back, committed viewing a consumer chooses for themselves.

 Fast wins the most minutes in the day,  she said.  Slow wins the deepest ones. 

Dhivya suggested that audiences and brands now get built in the fast world - and that the deeper, paying engagement must have its

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