The Asia-Pacific video market is projected to grow significantly, reaching approximately $196 billion by 2030, primarily driven by streaming and social media content, according to a recent report from Media Partners Asia (MPA). The findings were released on March 15, 2024, highlighting a notable shift from traditional television to digital platforms.
This growth trajectory reflects a broader transition within the region’s screen economy. MPA estimates total screen revenues will increase from about $171 billion in 2025 to around $196 billion by 2030. Notably, online video is expected to account for all net gains during this period, while traditional television will continue its decline.
Streaming and Social Video Driving Revenue Growth
The report anticipates that premium video on demand, encompassing both subscription services and ad-supported platforms, will contribute approximately $12.5 billion to reach $52 billion by 2030. User-generated and social video revenues are forecasted to increase by $11.4 billion, culminating in $44.5 billion by the same year. In contrast, traditional television is expected to see a cumulative decline of $8 billion as pay-TV subscriptions and linear advertising continue to dwindle.
According to Vivek Couto, CEO and executive director of MPA, “Value is shifting decisively toward streaming, social platforms and CTV-led monetization.” He emphasized that markets with strong local content ecosystems and pricing power will likely outperform others. Couto noted that the economics of traditional television face a “long-term structural erosion,” underscoring the need for adaptation.
Key Markets and Emerging Trends
Japan and India are identified as the leading contributors to the growth of video and streaming revenues outside of China, albeit for different reasons. In Japan, the growth is primarily driven by premium local content, sports offerings, and advancements in ad-supported video on demand (AVOD). Conversely, India’s expansion is largely volume-driven but is now bolstered by improvements in monetization, advertising-supported content, and rapid adoption of connected television.
The report indicates that there are nearly 160 million connected TV (CTV) households in the Asia-Pacific region, excluding China. This number is expected to rise by almost 100 million by 2030, with significant growth in countries like Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift towards big-screen streaming is enhancing viewer engagement, pricing power, and advertising yields.
User-generated and social video platforms are benefiting the most from the online video advertising boom. Outside of China, platforms like YouTube, Meta, and TikTok are capturing a majority of the incremental advertising spend, while within China, Douyin, Kuaishou, and Tencent dominate the market.
As audience preferences evolve, short-form platforms are transitioning toward episodic content. Micro-dramas are emerging as a new revenue category in China and are expected to gain traction in markets such as India, Indonesia, Japan, and Thailand over the next five years.
The report highlights that in developed markets like Australia, Japan, and South Korea, premium streaming growth is increasingly driven by average revenue per user (ARPU). Platforms are raising prices, offering higher-tier products, and bundling premium sports and local content. Premium AVOD revenue is projected to grow from $8 billion in 2025 to over $12 billion by 2030, led by India, Japan, and Australia.
The report also notes the increasing deployment of artificial intelligence tools across various stages of content production, including development, localization, postproduction, and marketing. These efficiencies are reducing costs and accelerating production timelines, reinforcing the competitive advantage for platforms with substantial resources and diverse monetization strategies.
Overall, the Asia-Pacific screen economy is expected to expand at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030. Online video is anticipated to experience a more robust CAGR of 7 percent, with the top 15 online video platforms projected to command 58 percent of total online video revenues in 2025. This trend highlights the growing concentration of market power among leading platforms such as YouTube, Douyin/TikTok, and Netflix, alongside strong regional players like JioHotstar in India and U-Next in Japan.
