TV & Video - Asia

  • Asia
  • In Asia, revenue in the TV & Video market is projected to reach €189.50bn in 2025.
  • Revenue in this region is expected to show an annual growth rate (CAGR 2025-2029) of 4.05%, resulting in a projected market volume of €222.10bn by 2029.
  • The largest market within this market is OTT Video, which is anticipated to have a market volume of €103.50bn in 2025.
  • In global comparison, the most revenue will be generated the United States, which is expected to reach €264.00bn in 2025.
  • In Asia's TV & Video market, the number of users is expected to amount to 3.9bn users by 2029.
  • User penetration in the TV & Video market in Asia is expected to be at 81.2% in 2025.
  • The average revenue per user (ARPU) in this region is projected to amount to €51.03 in 2025.
  • In Asia, particularly in Japan, the TV & Video market is increasingly dominated by streaming platforms as traditional broadcasting faces significant challenges.

Key regions: China, South Korea, Asia, France, United Kingdom

 
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Analyst Opinion

The TV & Video market in Asia is witnessing moderate growth, fueled by a blend of traditional viewing habits and the rise of streaming platforms. Factors such as evolving consumer preferences, enhanced internet infrastructure, and competitive pricing are shaping this dynamic landscape.

Customer preferences:
Consumers in Asia are gravitating towards on-demand content, reflecting a shift from traditional linear television to streaming services that offer personalized viewing experiences. This trend is particularly pronounced among younger demographics, who favor binge-watching and mobile accessibility. Additionally, cultural storytelling and localized content are gaining traction, as audiences seek relatable narratives that resonate with their backgrounds. The integration of social features in streaming platforms further enhances engagement, catering to the communal viewing preferences prevalent in many Asian cultures.

Trends in the market:
In Asia, the TV & Video Market is experiencing a significant shift towards streaming services, as consumers increasingly favor on-demand content over traditional linear television. This trend is amplified by younger audiences who prioritize binge-watching and mobile accessibility, driving platforms to enhance user experience. Furthermore, localized content is becoming essential, as viewers seek stories that resonate with their cultural backgrounds. The integration of social features in these platforms fosters community engagement, reflecting the communal viewing preferences in many Asian cultures, which could lead to further innovations in content delivery and audience interaction.

Local special circumstances:
In China, the TV & Video Market is shaped by the rapid adoption of mobile devices and a robust e-commerce ecosystem, leading to innovative video monetization strategies. Meanwhile, Japan's market reflects a deep cultural appreciation for anime and unique storytelling, driving demand for specialized streaming services. In India, diverse linguistic and regional content is crucial as platforms cater to a vast array of cultural backgrounds. South Korea’s emphasis on K-dramas and interactive content highlights the influence of pop culture, fostering a vibrant community-driven viewing experience that attracts global audiences.

Underlying macroeconomic factors:
The TV & Video Market in Asia is significantly influenced by macroeconomic factors such as rising disposable incomes, urbanization, and technological advancements. In countries like China and India, strong economic growth and an expanding middle class are driving demand for diverse content and streaming services. Fiscal policies that encourage digital infrastructure investment further bolster the market. Additionally, global trends such as the shift towards mobile consumption and the proliferation of 5G technology enhance viewer engagement. However, fluctuations in currency and trade tensions can impact content acquisition costs, shaping market dynamics across the region.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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