The Asia-Pacific video market is poised for significant growth, with total revenues expected to reach approximately $196 billion by 2030, according to the annual report from regional consultancy Media Partners Asia (MPA). The report, released on October 3, 2023, outlines a clear shift in consumer preference away from traditional television and towards streaming and social media platforms.
From an estimated $171 billion in 2025, the region’s screen economy will rely on online video to drive nearly all the anticipated growth. Premium video on demand, which includes subscription services and ad-supported platforms, is projected to contribute approximately $12.5 billion to reach $52 billion by 2030. In addition, revenues from user-generated and social video are expected to increase by $11.4 billion, climbing to $44.5 billion in the same period. Conversely, traditional television is forecast to experience a decline, losing a cumulative $8 billion as both linear advertising and pay-TV subscriptions continue to shrink.
Shifting Value in the Screen Economy
According to Vivek Couto, CEO and executive director of MPA, this transition marks a fundamental reordering of value within the region’s screen economy. He stated, “Value is shifting decisively toward streaming, social platforms and CTV-led monetization.” In this evolving landscape, markets characterized by scale, pricing power, and a robust local content ecosystem are positioned to outperform their competitors.
Couto emphasized that the key to success will not solely be about volume but also the ability “to monetize premium experiences.” This includes sports, high-quality local programming, and innovative formats like micro-dramas, alongside the integration of AI technologies throughout the content value chain.
Japan and India are identified as major contributors to video and streaming growth outside of China, albeit for different reasons. In Japan, the advances are driven by higher-priced tiers, premium local content, and a strong focus on sports. Meanwhile, India’s growth is largely volume-driven but benefits from enhanced monetization strategies, an increase in advertising-supported offerings, and a surge in connected TV adoption.
Connected TV and Advertising Growth
The report highlights that connected TV (CTV) has emerged as a crucial structural driver in the region. MPA estimates that there are nearly 160 million CTV households in Asia-Pacific, excluding China, with an additional 100 million expected by 2030. This growth is most pronounced in countries like Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift towards large-screen streaming is enhancing user engagement and providing better pricing leverage for advertisers.
User-generated and social video platforms are also set to benefit from the growth of online video advertising. Outside of China, platforms like YouTube, Meta, and ByteDance’s TikTok are capturing the majority of incremental advertising spend. In China, the market is dominated by platforms such as Douyin, Kuaishou, and Tencent. Notably, short-form video platforms are evolving to include episodic content, with micro-dramas gaining traction in China and expected to expand in markets like India, Indonesia, Japan, and Thailand over the next five years.
As household penetration matures in developed markets such as Australia, Japan, and South Korea, premium streaming services are increasingly driven by average revenue per user (ARPU). These platforms are raising prices, introducing higher-tier products, and bundling premium sports and local content. Revenue from premium ad-supported video on demand (AVOD) is anticipated to rise from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading the charge, followed closely by South Korea and Indonesia.
The report also underscores the rapid integration of AI tools across various stages of content creation and distribution. These technologies are enhancing efficiency, reducing costs, and accelerating production timelines. This trend is likely to reinforce the competitive advantages of platforms that possess extensive libraries and diversified monetization strategies.
Overall, the Asia-Pacific video market is projected to grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030. Online video is expected to expand at a much faster rate of 7 percent CAGR, with the top 15 online video platforms anticipated to command 58 percent of total online video revenues by 2025. This concentration is led by major players such as YouTube, Douyin/TikTok, and Netflix, as well as strong national platforms like JioHotstar in India and U-Next in Japan.
