TV & Video Advertising - Asia

  • Asia
  • Ad spending in the TV & Video Advertising market in Asia is forecasted to reach €100.70bn in 2024.
  • The largest market in Asia is Digital Video Advertising, with a market volume of €62.13bn in 2024.
  • When compared globally, the United States is expected to generate the most ad spending, reaching €133.30bn in 2024.
  • The average ad spending per user in the Digital Video Advertising market in Asia is projected to be €18.14 in 2024.
  • By 2029, the number of TV Viewers in Asia is anticipated to reach 3.3bn users.
  • In Japan, TV & Video Advertising is shifting towards interactive and personalized content to engage consumers in a competitive market.

Key regions: United States, India, China, Japan, United Kingdom

Comparaison de régions

Analyst Opinion

The TV & Video Advertising market in Asia is experiencing significant growth and development, driven by shifting customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Asia are increasingly favoring digital and mobile platforms for consuming content and accessing information. With the rise of smartphones and the increasing availability of high-speed internet, consumers are spending more time on their mobile devices, leading to a surge in mobile video consumption. This shift in customer behavior has prompted advertisers to allocate a larger portion of their budgets towards digital and mobile advertising, including TV and video advertising on these platforms. Trends in the market further support the growth of TV & Video Advertising in Asia. Programmatic advertising, which uses automated technology to buy and sell advertising space, is gaining popularity in the region. This allows advertisers to target specific audiences more effectively and efficiently, resulting in higher return on investment. Additionally, the rise of over-the-top (OTT) platforms, such as Netflix and Amazon Prime Video, has created new opportunities for advertisers to reach consumers who are increasingly cutting the cord and moving away from traditional TV. Local special circumstances also play a role in the development of the TV & Video Advertising market in Asia. Different countries in the region have their own unique cultural and regulatory environments, which impact advertising strategies and practices. For example, in countries like China and India, where there is a large population and a growing middle class, advertisers are focusing on creating localized content and targeting specific segments of the population to maximize their reach and impact. Underlying macroeconomic factors also contribute to the growth of TV & Video Advertising in Asia. The region is experiencing rapid economic growth, with countries like China and India leading the way. This growth is accompanied by an increase in disposable income and consumer spending, creating a larger market for advertisers to tap into. Furthermore, the expansion of e-commerce and digital platforms in Asia has created new opportunities for advertisers to reach consumers and drive sales. In conclusion, the TV & Video Advertising market in Asia is developing at a rapid pace due to changing customer preferences, emerging market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to target digital and mobile platforms, leveraging programmatic advertising and OTT platforms to reach their audiences effectively. As the region continues to experience economic growth and technological advancements, the TV & Video Advertising market in Asia is expected to thrive in the coming years.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Vue d’ensemble

  • Ad Spending
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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