The Asia-Pacific video market is poised for significant growth, with total screen revenues expected to reach approximately $196 billion by 2030. According to the latest report from consultancy Media Partners Asia (MPA), this surge will be primarily driven by the rise of streaming services and creator-led video content, while traditional television continues to decline.
MPA’s annual Asia-Pacific Video & Broadband report, released on October 3, 2023, forecasts that total screen revenues will increase from around $171 billion in 2025. The projected gains from online video will constitute the entire net growth in the region’s screen economy during this period.
Shifts in Revenue Sources
The report highlights that premium video on demand (PVOD) services, which include subscription platforms and branded ad-supported services, are set to contribute approximately $12.5 billion, bringing total revenue in this category to an estimated $52 billion by 2030. Furthermore, revenues from user-generated and social video platforms are projected to increase by $11.4 billion, reaching $44.5 billion.
In contrast, traditional television is expected to contract significantly, with a cumulative decline of $8 billion due to diminishing linear advertising and pay-TV subscriptions. This trend underscores a fundamental transformation in the region’s screen economy, as emphasized by MPA’s Executive Director, Vivek Couto. He noted, “Value is shifting decisively toward streaming, social platforms and CTV-led monetization,” suggesting that markets with robust local content and pricing power will see greater success.
Regional Insights and Trends
Japan and India are projected to be the largest contributors to video and streaming growth outside of China, albeit for different reasons. In Japan, growth is driven by the introduction of higher-priced service tiers, premium local content, a focus on sports, and the increasing adoption of advertising-based video on demand (AVOD). On the other hand, India’s growth remains volume-led, although improvements in monetization strategies, broader advertising-supported offerings, and the rapid adoption of connected TV are starting to play a crucial role.
The report indicates that there are currently close to 160 million connected TV (CTV) households in the Asia-Pacific region, excluding China, with an additional 100 million expected by 2030. Countries such as Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia are leading this growth. The shift towards big-screen streaming is improving viewer engagement and advertising yields, further enhancing revenue potential.
User-generated and social video platforms, including YouTube, Meta, and ByteDance’s TikTok, are capturing a significant share of online video advertising growth. In China, leading platforms include Douyin, Kuaishou, and Tencent. Notably, short-form platforms are evolving to accommodate episodic content, with micro-dramas becoming a measurable revenue category in China and gaining traction in markets such as India, Indonesia, Japan, and Thailand over the next five years.
As household penetration reaches maturity in developed markets like Australia, Japan, and South Korea, growth in premium streaming is increasingly driven by average revenue per user (ARPU) improvements. Platforms are responding by raising prices, introducing higher-tier products, and bundling premium sports and local content. MPA anticipates that premium AVOD revenue will grow from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading this increase.
The report also emphasizes the growing deployment of artificial intelligence tools across various stages of content production, including development, localization, postproduction, and marketing. These efficiencies are not only reducing costs but also accelerating production timelines, ultimately favoring platforms with extensive libraries and diverse monetization strategies.
Overall, MPA projects that Asia-Pacific screen revenues will grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030. Within this, online video is expected to expand at a remarkable 7 percent CAGR. By 2025, the top 15 online video platforms are anticipated to command 58 percent of total online video revenues, illustrating the increasing concentration of market power among key players like YouTube, Douyin, TikTok, and Netflix, alongside strong national champions such as JioHotstar in India and U-Next in Japan.
