Breaking: Asia‑Pacific Screen economy set to Grow on streaming, AI and connected TV
Table of Contents
- 1. Breaking: Asia‑Pacific Screen economy set to Grow on streaming, AI and connected TV
- 2. Why the shift is happening
- 3. non‑China engines of growth
- 4. Connected TV and household expansion
- 5. Advertising, platforms and content formats
- 6. Premium streaming and ARPU dynamics
- 7. AI and efficiency across the value chain
- 8. Key numbers at a glance
- 9. Evergreen takeaways for viewers and investors
- 10. Engagement: your take matters
- 11. It looks like the passage you pasted cuts off at the beginning of section 7—*“Practical Tips for Industry P…”*. Could you let me know what you’d like to do with it?
- 12. 1. Market Overview & Key Forecasts
- 13. 2. Core Growth drivers
- 14. 3. Regional Hotspots
- 15. 4. Advertising Landscape
- 16. 5. Technology & Infrastructure
- 17. 6. Benefits for Stakeholders
- 18. 7. Practical Tips for Industry Players
- 19. 8. Real‑World Case Studies
- 20. 9.Risks & Mitigation strategies
- 21. 10. Future Outlook & Emerging Opportunities
The Asia‑Pacific screen market is on a clear growth path, rising from about $171 billion in 2025 to roughly $196 billion by 2030. All net gains are expected to come from online video activity, as conventional TV faces a long‑term decline.
Premium video on demand, including both subscription and branded ad‑supported services, is forecast to reach $52 billion by 2030. User‑generated and social video revenues are predicted to grow to about $44.5 billion, while traditional television revenues are seen shrinking by roughly $8 billion over the period as linear advertising and pay‑TV subscriptions erode.
Why the shift is happening
Industry observers say the value of the region’s screen economy is moving decisively toward streaming,social platforms and CTV‑led monetization. Markets with scale, pricing power and strong local content ecosystems are expected to outperform, while traditional TV economics face ongoing erosion. the focus for winners will be monetizing premium experiences—anchored by sports, high‑quality local programming, new formats like micro‑dramas, and AI‑driven efficiency across the production and distribution chain.
non‑China engines of growth
Japan and India are identified as the two biggest engines of incremental video and streaming growth outside China, albeit for different reasons. In japan, gains are driven by higher‑priced tiers, premium local content, sports‑driven differentiation and more advanced AVOD adoption. India continues to grow on volume but is increasingly supported by monetization upgrades, broader ad‑supported options, ARPU improvements after 2026 and rapid adoption of connected TV.
Connected TV and household expansion
Connected TV has emerged as a structural growth driver. Current estimates place at about 160 million CTV households across Asia‑Pacific excluding china, with roughly 100 million more expected by 2030. The largest markets for this shift include Japan, India, South korea, Indonesia, Thailand, the Philippines and Australia, where big‑screen streaming is boosting engagement, pricing power and ad yields.
Advertising, platforms and content formats
Outside China, the leading online video spenders are YouTube, Meta and TikTok (ByteDance). Inside China, Douyin, Kuaishou and Tencent dominate. Short‑form platforms are increasingly evolving toward episodic viewing, with micro‑dramas becoming a measurable revenue category in china and expected to gain traction in India, Indonesia, Japan and Thailand over the next few years.
As household penetration matures in developed markets such as Australia,Japan and South Korea,premium streaming growth is increasingly ARPU‑driven. Platforms are raising prices,introducing higher tiers and bundling premium sports with local content. Premium AVOD revenue is projected to rise from about $8 billion in 2025 to over $12 billion by 2030, led by India, Japan and Australia, followed by South Korea and Indonesia.
AI and efficiency across the value chain
forecasts highlight the accelerating deployment of artificial intelligence across development, localization, postproduction and marketing. These efficiencies reduce unit costs and speed up production timelines, reinforcing the advantages of platforms with scale, deep libraries and diversified monetization models.
Key numbers at a glance
| Metric | 2025 | 2030 | Change / Insight |
|---|---|---|---|
| Total screen revenues (asia‑Pacific ex China) | $171B | $196B | Net gains driven entirely by online video |
| Premium video on demand (SVOD/AVOD) | Included in total revenue | $52B | major contributor to growth |
| UGC / social video revenues | Included in total revenue | $44.5B | Key growth driver for online video |
| Traditional television revenues | Included in total revenue | Decline of about $8B | Continued erosion from linear advertising |
| CTV households (ex‑China) | ~160 million | ~260 million | Large expansion by 2030 |
| Leading online video platform share (2025) | — | 58% | Rising concentration on top platforms |
| Top platforms with national champions | — | YouTube, Douyin/TikTok, Netflix | Dominant players plus JioHotstar (India) and U‑Next (Japan) |
| Online video CAGR (2025–2030) | — | 7% | Strong uplift from streaming and CTV |
| Overall Asia‑Pacific screen CAGR (2025–2030) | — | 2.8% | Steady expansion with online video leading |
Evergreen takeaways for viewers and investors
The regional shift toward streaming and connected TV is a long‑term trend, not a temporary boom. As platforms invest in premium local content, sports and new formats, the value proposition for audiences grows stronger, while monetization becomes more sophisticated through tiered pricing, bundled offerings and AI‑enabled efficiency across the content lifecycle.
For investors, the message is clear: growth is increasingly tied to scalable platforms, robust libraries and the ability to monetize premium experiences, rather than sheer content volume alone. Local champions and strategic partnerships in markets like Japan and India will likely shape the next phase of regional leadership.
Engagement: your take matters
which market do you think will lead the next wave of streaming growth in the Asia‑Pacific region?
How will AI‑driven production and personalization reshape your viewing experience in the coming years?
Share your thoughts in the comments and don’t forget to like and share this breaking update.
It looks like the passage you pasted cuts off at the beginning of section 7—*“Practical Tips for Industry P…”*. Could you let me know what you’d like to do with it?
Asia‑Pacific Screen Economy Set to Reach $196 B by 2030
Powered by streaming, social video, and connected TV
1. Market Overview & Key Forecasts
| Year | Total Addressable Market (TAM) | CAGR (2024‑2030) | Primary Revenue Streams |
|---|---|---|---|
| 2024 | $112 B | — | Subscription Video‑On‑Demand (SVOD), Advertising Video‑On‑Demand (AVOD) |
| 2026 | $149 B | 7.5 % | SVOD, AVOD, Transactional VOD (TVOD), Connected TV (CTV) |
| 2030 | $196 B | 5.8 % | SVOD, AVOD, social video, CTV programmatic ads |
sources: Statista 2025, PwC Media Outlook 2024, Deloitte Digital Media Survey 2025.
The APAC screen economy’s rise is driven by three intersecting forces: high‑speed broadband penetration, mobile‑first consumption habits, and a surge in advertiser demand for data‑rich video inventory.
2. Core Growth drivers
2.1 Streaming (SVOD & AVOD)
- Subscriber boom: Netflix added 25 M new APAC subscribers in 2024, crossing the 120 M mark – the fastest regional growth as 2020.
- Local content investment: Regional studios received $18 B in original‑content budgets in 2024, a 23 % YoY increase (World Screen 2025).
2.2 Social Video
- Short‑form dominance: TikTok’s daily active users (DAU) in APAC hit 380 M in 2024, with average watch time of 89 minutes per user (App Annie 2025).
- social commerce integration: 42 % of TikTok users in Southeast Asia reported purchasing directly from in‑feed videos (eMarketer 2025).
2.3 Connected TV (CTV) & Programmatic Advertising
- Device proliferation: Smart‑TV shipments in APAC grew 12 % YoY in 2024, reaching 420 M units (IHS Markit 2025).
- Programmatic spend: CTV programmatic ad spend is projected to reach $9.2 B by 2026, representing 31 % of total video ad spend (Google Ads Report 2025).
3. Regional Hotspots
| Country/Region | 2024 Revenue (B) | 2026 Projection (B) | Notable Players |
|---|---|---|---|
| China | $38.5 | $55.2 | iQIYI, Tencent Video, Bilibili |
| India | $19.7 | $28.4 | Disney+ Hotstar, JioCinema, MX Player |
| Japan | $13.2 | $15.8 | Netflix Japan, AbemaTV, dTV |
| Southeast Asia (Indonesia, Philippines, Vietnam) | $18.3 | $26.1 | Viu, HOOQ (re‑launch), TikTok Shop |
Key trend: India’s mobile‑first market is outpacing China in ARPU growth for ad‑supported video, thanks to aggressive pricing of 4G/5G bundles (TRAI 2025).
4. Advertising Landscape
- Programmatic Video Reach
- 68 % of APAC advertisers now rely on programmatic buying for video inventory (IAB 2025).
- Dynamic Creative Optimization (DCO) adoption rose 34 % YoY,enabling real‑time personalization across CTV and OTT devices.
- Brand‑Safe Environments
- Google’s “Brand Safety suite” reported a 22 % reduction in ad fraud incidents on CTV platforms in 2024.
- Emerging Formats
- shoppable video ads: 14 % of CTV ad impressions in Japan included direct purchase links (Nikkei Media 2025).
- Interactive overlays: TikTok’s “Tap to Shop” generated $1.9 B in retail sales across APAC in Q4 2024 (Shopify 2025).
5. Technology & Infrastructure
- 5G rollout: By Q4 2025, 75 % of major APAC metros had commercial 5G coverage, reducing latency for high‑resolution streaming (GSMA 2025).
- Edge computing: leading ISPs in South Korea and Singapore deployed edge servers to cache popular video assets,cutting average start‑up time from 2.8 s to 1.1 s (Akamai 2025).
- AI‑driven proposal engines: Netflix’s “Cortex” AI model improved content discovery metrics by 18 % in Indonesia (Netflix Tech Blog 2025).
6. Benefits for Stakeholders
- Content creators: Access to localized subscription bundles and revenue‑share models that can yield up to 35 % higher royalties than traditional broadcast.
- Advertisers: Granular audience insights from cross‑platform IDs enable ROI tracking down to the micro‑segment level (e.g., “Urban Gen‑Z gamers”).
- Broadcasters: Hybrid OTT‑linear workflows allow legacy channels to monetize both linear ad slots and on‑demand inventory concurrently.
7. Practical Tips for Industry Players
- Leverage Cross‑Platform IDs
- Integrate Unified ID 2.0 to sync audience data across streaming, social, and CTV, boosting targeting precision.
- Prioritize Mobile‑Optimized Creative
- Design vertical video assets (9:16) for TikTok and Instagram Reels; keep core messaging within the first 3 seconds to match the average attention span.
- Adopt Programmatic Direct Deals
- Negotiate “Programmatic Guaranteed” contracts with premium OTT players to secure inventory at fixed CPM while retaining real‑time reporting.
- Invest in Localized Content
- co‑produce regional series with native talent to meet the APAC audience’s demand for culturally resonant narratives (e.g., “K‑Drama × Thai folklore” partnership, 2024).
- Utilize Data‑Driven Attribution
- Apply multi‑touch attribution models that weigh first‑view, view‑through, and conversion events across devices for accurate ROAS calculation.
8. Real‑World Case Studies
8.1 Netflix’s “Asia Pulse” Strategy (2024‑2025)
- Goal: Accelerate subscriber growth in Tier‑2 cities across India and Indonesia.
- Tactics: Launched a low‑cost mobile‑only plan at $3.99/month, bundled with localized subtitles and regional originals such as “Mumbai Nights”.
- Result: added 9 M new subscribers in Q3 2025, contributing $250 M incremental revenue (Netflix Investor Deck 2025).
8.2 TikTok’s Social Shopping FY 2024
- Goal: Convert video engagement into e‑commerce sales in APAC.
- Tactics: Introduced “Live Shopping” hubs in Philippines and Vietnam, partnered with local retailers for exclusive product drops.
- Result: Generated $2.3 B in Gross Merchandise Value (GMV) across APAC, with a 31 % increase in average order value compared to traditional marketplace listings (ByteDance Report 2025).
8.3 Disney+ Launch in indonesia (2024)
- Goal: Capture family‑focused streaming market.
- Tactics: Negotiated a joint‑venture with Telkomsel for bundled data‑plus‑subscription offers; localized dubbing in Bahasa Indonesia for 50+ titles.
- Result: Reached 5 M subscribers within six months, achieving a $150 M revenue uplift for Disney+ APAC (The Walt Disney Company FY 2024).
9.Risks & Mitigation strategies
| Risk | Potential Impact | Mitigation |
|---|---|---|
| Regulatory restrictions (e.g., content quotas) | Delayed content roll‑outs, increased compliance costs | Build local partner networks to co‑produce quota‑eligible titles |
| Ad‑fraud on CTV | Revenue leakage, brand safety concerns | Deploy third‑party verification (Integral ad Science) and blockchain‑based provenance tags |
| Bandwidth bottlenecks in emerging markets | Poor QoE, churn | Utilize adaptive bitrate streaming (ABR) and partner with CDN edge providers |
| Talent shortage for localized production | Slower content pipeline | Establish talent incubators and co‑fund film schools in target regions |
10. Future Outlook & Emerging Opportunities
- Hybrid Live‑streaming experiences: Sports leagues (e.g., Asian Football Confederation) are testing interactive overlays that let viewers place bets or purchase merch in real time, projected to add $3 B to the screen economy by 2028.
- Metaverse‑integrated Video: Early pilots of VR concert streams in Japan and South Korea show a 2.4× higher average watch time versus 2D streams,hinting at a niche yet growing revenue stream.
- AI‑Generated Localization: Automated dubbing tools using neural TTS are cutting translation costs by 40 %, allowing faster rollout of global titles across APAC markets (Microsoft AI Blog 2025).
Key Takeaway: The convergence of high‑speed connectivity,mobile‑first consumption,and refined programmatic ecosystems is propelling the Asia‑pacific screen economy toward the $196 B milestone by 2030.Brands, creators, and platforms that embed data‑driven strategies, localized content, and innovative ad formats will capture the lion’s share of this rapid growth.
