The Asia-Pacific region’s video revenue is set to reach approximately $196 billion by 2030, according to a new report from the consultancy firm Media Partners Asia (MPA). This growth is primarily driven by streaming services, creator-led video, and connected television (CTV), while traditional television continues to decline. The findings were released on October 10, 2023, in MPA’s annual Asia-Pacific Video & Broadband report.
Total screen revenues in the region are expected to rise from around $171 billion in 2025 to nearly $196 billion by 2030. Notably, all net gains during this period will come from online video, as traditional platforms face ongoing contraction. The report projects that premium video on demand, which includes subscription and ad-supported services, will contribute about $12.5 billion to reach $52 billion by 2030. Additionally, user-generated and social video revenues are anticipated to grow by $11.4 billion, reaching $44.5 billion.
The decline in traditional television is significant, with a forecasted cumulative loss of $8 billion due to decreasing linear advertising and pay-TV subscriptions. Vivek Couto, CEO and executive director of MPA, emphasized that the region is experiencing a fundamental shift in value creation. “Value is shifting decisively toward streaming, social platforms, and CTV-led monetization,” he stated. Couto noted that markets with scale, pricing power, and robust local content ecosystems are likely to outperform others.
Japan and India are highlighted as leading contributors to incremental video and streaming growth outside of China, albeit for different reasons. In Japan, advancements are driven by higher-priced subscription tiers, premium local content, and a focus on sports, while India’s growth is primarily volume-driven, supported by increasing advertising revenue and enhanced average revenue per user (ARPU) following 2026.
The growth of CTV is a critical factor, with MPA estimating around 160 million CTV households across Asia-Pacific, excluding China. This number is expected to rise by nearly 100 million by 2030, with significant concentrations in Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift towards big-screen streaming is enhancing user engagement, pricing leverage, and advertising yields.
User-generated and social video platforms are also capitalizing on the surge in online video advertising. Outside of China, platforms such as YouTube, Meta, and TikTok dominate incremental spending, while Douyin, Kuaishou, and Tencent lead the market within China. The evolution of short-form platforms towards episodic content is becoming increasingly evident, with micro-dramas projected to emerge as a notable revenue segment in markets like India, Indonesia, Japan, and Thailand over the next five years.
As household penetration matures in developed markets, premium streaming growth is increasingly driven by ARPU. Platforms are raising subscription prices, introducing higher-tier products, and bundling premium sports and local content. Premium AVOD revenue is forecasted to increase from $8 billion in 2025 to over $12 billion by 2030, with major contributions from India, Japan, and Australia, followed by South Korea and Indonesia.
The report also highlights the accelerating use of artificial intelligence across various stages of content production, from development and localization to postproduction and marketing. These efficiencies are expected to lower costs and accelerate production timelines, reinforcing the advantages of platforms with substantial libraries and diversified monetization strategies. Overall, Asia-Pacific screen revenues are projected to grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030, with online video expected to rise at a CAGR of 7 percent. The top 15 online video platforms are predicted to command 58 percent of total online video revenues by 2025, underscoring the increasing concentration led by major players such as YouTube, Douyin/TikTok, and Netflix, alongside strong local competitors like JioHotstar in India and U-Next in Japan.
