Acclaimed director David Michod’s epic “The King” was one of four major Netflix productions screened at Asia’s largest film festival this week, underlining how streaming services are increasingly challenging Hollywood and traditional media for the attention of artists — and viewers.

Asia is seen as an important part of the global streaming industry’s growth plan. In conjunction with the main event, Busan International Film Festival also hosted its first Asia Contents Awards reflecting how the market is rapidly changing.

“They gave us the resources and the freedom to make this properly,” Michod said of working with Netflix.

“I like that I don’t feel I am sacrificing myself at the altar of the box office,” he added.

So called over-the-top (OTT) platforms or video-on-demand (VOD) –- online services that viewers can access directly such as Amazon Prime, YouTube, Hulu and Apple TV — are booming.

Hollywood stars including Julia Roberts, Rooney Mara, Brad Pitt and Will Smith, have embraced streaming as audiences grow.