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Supernatural series Daayan to bid adieu

According to reports, &TV is gearing up to pull the plug on its supernatural series, Daayan. Though the series was always a finite one, it is ending prematurely because it failed to get the required eyeballs.

Daayan was launched with much fanfare on 15th December. The makers expected it to garner huge TRPs because the show came around a time when supernatural shows were doing a lot of wonders on Indian television.


However, Daayan just could not draw audiences despite starring popular actors like Tina Dataa and Mohit Malhotra in principal roles. According to latest media reports, the series will fold up within a month.

Daayan will end in the month of July. The story will hit its peak soon with the revelation and the climax. The lives of Jahnvi (Tina Dataa) and Akarsh (Mohit Malhotra) will be tangled in more problems before they find a solution,” a source reveals to an entertainment portal.

Reportedly, Daayan will beam its final episode on 14 July. The series is produced by Ekta Kapoor under the banner of Balaji Telefilms.

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How Southeast Asian storytelling became one of Netflix’s fastest-growing global pillars

Inside Netflix’s 50% surge: the regional creators and stories driving Southeast Asia’s global rise

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How Southeast Asian storytelling became one of Netflix’s fastest-growing global pillars

Highlights:

  • Netflix says global viewing of Southeast Asian titles rose almost 50% between 2023 and 2024.
  • Premium VOD revenue in the region reached £1.44 billion (₹15,300 crore) last year, with 53.6 million subscriptions.
  • Netflix holds more than half of the region’s total viewing and remains its biggest investor in originals.
  • New rivals, including Max, Viu and Vidio, are forcing sharper competition.
  • Local jobs, training and tourism are increasing as productions expand across the region.

Last year, something shifted in what the world watched. Global viewership of Southeast Asian content on Netflix grew by nearly 50%, and this isn't just a corporate milestone; it’s a signal. Stories from Jakarta, Bangkok, and Manila are no longer regional curiosities. They are now part of the global mainstream.

The numbers tell a clear story. Over 100 Southeast Asian titles have now entered Netflix’s Global Top 10 lists. More than 40 of those broke through in 2024 alone. This surge is part of a bigger boom in the region’s own backyard. The total premium video-on-demand market in Southeast Asia saw viewership hit 440 billion minutes in 2024, with revenues up 14% to £1.44 billion (₹15,300 crore). Netflix commands over half of that viewership and 42% of the revenue. They have a clear lead, but the entire market is rising.

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