The Asia-Pacific video market is poised for significant growth, with total screen revenues projected to reach approximately $196 billion by 2030. This expansion, detailed in the latest report from consultancy Media Partners Asia (MPA), highlights a transformative shift towards streaming and creator-led content. The report, released on October 3, 2023, indicates that while traditional television faces decline, online video will account for all net gains in the revenue landscape.
According to MPA’s annual Asia-Pacific Video & Broadband report, revenues are expected to increase from around $171 billion in 2025 to $196 billion by the end of the decade. The surge in online video is expected to be particularly robust, with premium video on demand—including subscription and ad-supported platforms—projected to contribute an additional $12.5 billion, reaching roughly $52 billion by 2030. Furthermore, user-generated and social video revenues are likely to rise by $11.4 billion, totaling around $44.5 billion.
Vivek Couto, CEO of Media Partners Asia, noted that the landscape reflects a fundamental shift in value within the region’s screen economy. “Value is shifting decisively toward streaming, social platforms and CTV-led monetization,” Couto said. He emphasized that markets characterized by scale, pricing power, and strong local content ecosystems stand to outperform their counterparts. The decline of traditional television, driven by diminishing linear advertising and shrinking pay-TV subscriptions, indicates a long-term structural erosion of its economic model.
Key Contributors to Growth
Japan and India emerge as the largest contributors to incremental video and streaming growth outside of China, albeit for differing reasons. In Japan, revenue increases are attributed to higher-priced subscription tiers, premium local content, and the rising prominence of AVOD (advertising-based video on demand). Conversely, India’s growth remains primarily volume-driven, supported by monetization improvements and broader advertising opportunities.
The report also highlights the significant role of connected TV (CTV) in this evolution. MPA estimates that there are currently close to 160 million CTV households across Asia-Pacific, excluding China, with nearly 100 million more expected by 2030. Countries such as Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia lead in CTV adoption. This migration to larger screens is enhancing viewer engagement, pricing leverage, and advertising yields.
User-generated and social video platforms are set to benefit the most from the growth of online video advertising. Outside of China, platforms like YouTube, Meta, and TikTok capture the majority of incremental ad spending, while in China, the market is dominated by Douyin, Kuaishou, and Tencent. Notably, short-form platforms are evolving to include episodic viewing, with micro-dramas anticipated to become a significant revenue category in various markets.
The Future of Premium Streaming
As household penetration matures in developed markets such as Australia, Japan, and South Korea, growth in premium streaming is increasingly driven by average revenue per user (ARPU). Platforms are raising subscription prices, introducing higher-tier products, and bundling premium sports and local content. Premium AVOD revenue is projected to increase from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading this growth.
The MPA report also emphasizes the rapid deployment of AI tools across various stages of content creation, including development, localization, and marketing. These efficiencies not only reduce production costs but also accelerate timelines, reinforcing the competitive edge of platforms with extensive libraries and diversified monetization strategies.
Overall, the report predicts that Asia-Pacific screen revenues will grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030. Online video is anticipated to rise at a much faster pace of 7 percent CAGR, with the leading 15 online video platforms projected to command 58 percent of total online video revenues by 2025. This concentration underscores the dominance of major players like YouTube, Douyin/TikTok, and Netflix, along with strong national champions such as JioHotstar in India and U-Next in Japan.
