MUMBAI: To use a cricket analogy, television is going to go even more on the backfoot while online video shall come charging down the pitch to hit revenues out of the park.
That’s the latest prediction of Singapore-based Media Partners’ Asia (MPA) in its 2025 report, outlining transformative trends in the Asia-Pacific (APAC) video and broadband industry.
Among its key findings and predictions are:
Industry growth & transition
* Market Expansion: APAC video revenue is projected to grow by $16.2 billion, reaching over $165 billion by 2029 (CAGR: 2.2 per cent).
* Online video explodes: Online video revenues projected to climb from $64 billion in 2024 to $89 billion by 2029, marking a 40 per cent increase. Gap with the US (at $140 billion in 2029) will have narrowed.
* Traditional TV contracts: In contrast, traditional TV revenues are expected to shrink by $8 billion during the same period.
* Streaming overtakes TV: Streaming revenues will surpass traditional TV by 2027, with their industry share rising from 44 per cent in 2024 to 54 per cent by 2029, led by India and China.
* Subscription video on demand (SVOD) services are expected to grow their share of the Asia-Pacific (APAC) video industry’s revenue from 44 per cent in 2024 to over 54 per cent by 2029.
Revenue drivers & contributions
* Key markets: India, China, and Japan will drive 64 per cent of the growth, with India alone accounting for 26 per cent.
* Content growth: User-generated content (UGC) and social video platforms will lead, contributing $10.7 billion in new revenue. SVOD ($8.4 billion) and premium AVOD ($5.0 billion) follow closely.
* Advertising leadership: Advertising will account for 65 per cent of online video revenue growth, increasing its share of total video revenue from 52 per cent in 2024 to 54 per cent by 2029. Premium ad-supported video on demand platforms driving growth.
Shifting dynamics
* SVOD boom: Subscriptions are set to rise from 644 million in 2024 to 870 million by 2029, driven by sports, Asian entertainment, and US content.
* Connected TV surge: Penetration will exceed 85 per cent in developed markets like Australia, Korea, and Japan by 2029, with notable growth in India, Indonesia, and Thailand.
* Local players gaining ground: Global giants like YouTube, Netflix, and TikTok, which held 67 per cent market share in 2024, will see this decline to 62 per cent by 2029 as regional platforms strengthen.
Vivek Couto, Executive Director at MPA, stated, "The APAC video market is undergoing rapid transformation, with streaming driving deeper engagement and improved monetisation. However, the decline of traditional TV and challenges in local streaming profitability are pushing the industry toward consolidation, particularly in markets like India, Japan, and Southeast Asia
