Media - Asia

Asia

Revenue in the Media Market is projected to reach €12.08bn in 2025.
Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 3.98%, resulting in a projected market volume of €14.12bn by 2029.
With a projected market volume of €13,050.00m in 2025, most revenue is generated in the United States.
In the Media Market, the number of users is expected to amount to 1,630.0m users by 2029.
User penetration will be 34.1% in 2025 and is expected to hit 38.7% by 2029.
The average revenue per user (ARPU) is expected to amount to €9.87.

Key regions: Germany, Europe, China, Asia, United Kingdom

Definition:

The eCommerce Media market is a sector of online retailing that focuses on selling media-related products through digital channels. The purpose of eCommerce Media is to provide consumers with a convenient and accessible way to purchase a wide range of products, including books, music, video games and home video.

The relevance of the eCommerce Media market lies in its ability to offer consumers a vast selection of media products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to personalize recommendations and promotions based on customer preferences and purchase history, increasing customer engagement and loyalty.

The eCommerce Media market has experienced significant growth in recent years, driven by factors such as the increasing availability of digital content and streaming services, the popularity of audiobooks and podcasts, and the COVID-19 pandemic, which has led to more time spent at home and increased demand for entertainment and educational content.

Examples of successful eCommerce Media businesses include Amazon Books, which offers a wide range of physical and digital books across different genres and formats.

Structure:

The eCommerce market for Media consists of four markets:

The Books market includes the sale of physical books, e.g., Textbooks, Academic Books and Collectible Books, via a digital channel.
The Home Video market includes the sale of physical video contents, e.g., DVDs and Blu-ray discs and Computer/Console Video, via a digital channel.
The Music market includes the sale of physical music formats, e.g., CDs, Vinyl records and Cassette tapes, via a digital channel.
The Video Games market includes the sale of physical video games, e.g., DVDs and Blu-ray discs and Computer/console games, via a digital channel.

Additional Information:

Media comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, Saturn or MediaMarkt.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Advertising & Media Market Insights.

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The Media eCommerce market in Asia is experiencing mild growth, influenced by factors such as the increasing penetration of smartphones, the rise of streaming services, and evolving consumer preferences for digital content, despite challenges in market saturation and competition.

Customer preferences: Consumers in Asia are increasingly gravitating towards localized and culturally relevant content in the Media eCommerce market, prompting a surge in demand for regional streaming platforms that offer native languages and genres. The rise of mobile-first consumption reflects a demographic shift, particularly among younger audiences who prefer bite-sized, on-the-go content. Additionally, the growing influence of social media is driving trends in user-generated content and live streaming, reshaping how consumers engage with media and entertainment.

Trends in the market: In Asia, the Media eCommerce market is experiencing a significant shift towards localized content, with streaming platforms prioritizing regional languages and culturally relevant genres to capture diverse audiences. The mobile-first consumption trend is particularly prominent among younger demographics, favoring short-form and accessible content. Furthermore, social media's growing influence is reshaping content creation through user-generated videos and live streaming, enhancing interactivity and engagement. These trends signify a critical adaptation for industry stakeholders, who must innovate to meet evolving consumer preferences and harness the potential of digital engagement.

Local special circumstances: In China, the Media eCommerce market is propelled by the rapid adoption of mobile payments and a vast user base engaging with short-form video content. The unique social media landscape, dominated by platforms like Douyin, facilitates interactive shopping experiences. In Japan, a strong cultural appreciation for anime and gaming drives localized content, with niche streaming services gaining traction. India's diverse linguistic landscape fosters regional content creation, while South Korea's Hallyu wave promotes global interest in K-dramas and music, influencing local consumption patterns and eCommerce strategies.

Underlying macroeconomic factors: The expansion of the Media eCommerce market in Asia is significantly influenced by macroeconomic factors such as consumer spending trends, technological advancements, and government support for digital infrastructure. In countries like China, the thriving digital economy and high internet penetration rates foster a conducive environment for online shopping, while mobile payment innovations enhance user convenience. Japan's robust economic stability and cultural investment in entertainment drive localized platforms, whereas India’s growing middle class and digitization efforts promote diverse content consumption. Additionally, South Korea’s strong entertainment exports, supported by favorable fiscal policies, amplify global market engagement and reshape local eCommerce strategies.

Methodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, 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., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.

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Analyst Opinion
Sales Channels
Users
Global Comparison
Methodology
Key Market Indicators

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