The Asia-Pacific video market is poised for significant growth, with revenues expected to climb from approximately $171 billion in 2025 to around $196 billion by 2030. This surge is fueled predominantly by streaming services, creator-led video, and connected television (CTV), as traditional television continues to decline. These insights were published in the latest report by Media Partners Asia (MPA), released on March 12, 2024.
The report indicates that online video will account for all net gains in the region’s screen economy during this period. Premium video on demand (PVOD), which includes subscription-based platforms and branded ad-supported services, is projected to contribute an additional $12.5 billion, reaching a total of $52 billion by 2030. In addition, revenues from user-generated and social video are expected to increase by $11.4 billion, culminating in $44.5 billion.
Shifting Dynamics in Television and Streaming
Traditional television is on a downward trajectory, with a cumulative forecast decline of $8 billion in revenue. This contraction is largely attributed to the ongoing erosion of linear advertising and pay-TV subscriptions. According to Vivek Couto, CEO and executive director of MPA, the shift underscores a fundamental transformation in the region’s screen economy, where “value is shifting decisively toward streaming, social platforms, and CTV-led monetization.”
Couto emphasizes that the future of success in this evolving landscape will not only rely on volume but also on the capacity to monetize premium experiences. Key content areas likely to drive this monetization include sports, high-quality local programming, and innovative formats like micro-dramas. The integration of artificial intelligence in content production and distribution is expected to enhance efficiency across the value chain.
Japan and India are highlighted as major contributors to the anticipated growth in video and streaming, albeit for different reasons. In Japan, the increase is driven by higher-priced service tiers, premium local content, and an emphasis on sports. Conversely, India’s growth is volume-driven but is increasingly supported by advancements in monetization strategies and advertising-supported offerings.
Connected TV and User-Generated Content Flourish
The rise of connected television has emerged as a critical factor in the region’s growth, with MPA estimating approximately 160 million CTV households across the Asia-Pacific, excluding China. This number is projected to rise by nearly 100 million by 2030, with the largest user bases found in Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift toward big-screen streaming is enhancing user engagement, pricing strategies, and advertising revenues.
User-generated and social video platforms are among the primary beneficiaries of the growth in online video advertising. Outside China, platforms like YouTube, Meta, and TikTok are expected to capture a significant share of the incremental spending. Within China, leading platforms include Douyin, Kuaishou, and Tencent. The trend toward short-form content is evolving, with micro-dramas emerging as a measurable revenue category in China and anticipated to gain popularity in markets such as India, Indonesia, Japan, and Thailand over the next five years.
As household penetration matures in developed markets like Australia, Japan, and South Korea, growth in premium streaming is increasingly driven by average revenue per user (ARPU). Platforms are responding by raising prices, introducing higher-tier products, and bundling premium sports and local content. MPA projects that premium AVOD revenue will increase from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading this charge.
In summary, the Asia-Pacific screen economy is on a trajectory for robust growth driven by the ascendancy of streaming and innovative content formats. As traditional television recedes, the region’s video landscape is undergoing a significant transformation, characterized by new opportunities and challenges for all stakeholders involved.
