The Asia-Pacific video market is poised for significant growth, with total screen revenues projected to reach approximately $196 billion by 2030. This expansion will be driven almost entirely by streaming services and social media platforms, as traditional television continues to decline. According to the latest report from regional consultancy Media Partners Asia (MPA), the region’s screen economy is on track to increase from around $171 billion in 2025 to this new milestone.
The report highlights that online video will account for all net gains during this period. Premium video on demand, which includes subscription services and branded ad-supported platforms, is expected to contribute about $12.5 billion, bringing total revenues in this segment to $52 billion by 2030. Additionally, revenues from user-generated and social video are projected to rise by $11.4 billion, reaching $44.5 billion. In contrast, traditional television is forecasted to see a cumulative decline of $8 billion due to the erosion of linear advertising and pay-TV subscriptions.
Shifting Dynamics in the Screen Economy
Vivek Couto, CEO and executive director of Media Partners Asia, noted the fundamental shift in value within the region’s screen economy. “Value is shifting decisively toward streaming, social platforms, and CTV-led monetization,” he stated. He emphasized that markets with a strong local content ecosystem and pricing power are likely to outperform. Couto also pointed to the “long-term structural erosion” facing traditional television economics, suggesting that the ability to monetize premium experiences will differentiate the leading players.
The report identifies Japan and India as the primary contributors to the growth of video and streaming in the Asia-Pacific region outside of China, albeit for different reasons. In Japan, the growth is driven by higher-priced subscription tiers, premium local content, and sports differentiation, alongside advanced adoption of advertising-supported video on demand (AVOD). Conversely, India’s growth remains volume-led but is increasingly supported by improvements in monetization and a broader range of advertising-supported offerings, with an anticipated rise in average revenue per user (ARPU) after 2026.
Connected TV and User-Generated Content on the Rise
Connected TV (CTV) is emerging as a significant structural driver in the Asia-Pacific screen market. MPA estimates that there are currently approximately 160 million CTV households in the region, excluding China, with nearly 100 million more expected by 2030. The largest markets for CTV are identified as 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 the main beneficiaries of the online video advertising boom. Outside of China, platforms such as YouTube, Meta, and ByteDance’s TikTok capture a significant share of new advertising spend, while within China, platforms like Douyin, Kuaishou, and Tencent lead the market. As the landscape evolves, short-form video platforms are adapting towards episodic viewing, with micro-dramas emerging as a new revenue category in China and expected to gain traction in markets like India, Indonesia, Japan, and Thailand over the next five years.
In more developed markets such as Australia, Japan, and South Korea, the growth of premium streaming services is increasingly driven by ARPU improvements. Platforms are raising prices, introducing higher-tier products, and bundling premium sports and local content. The revenue from premium AVOD is projected to grow from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading this growth, followed by South Korea and Indonesia.
The report also underscores the rapid integration of artificial intelligence tools across various aspects of video production, including development, localization, postproduction, and marketing. These tools are enhancing efficiencies, lowering unit costs, and accelerating production timelines. This trend is likely to strengthen the advantages of platforms with extensive content libraries and diversified monetization strategies.
Overall, the Asia-Pacific screen revenues are anticipated to grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030, with online video projected to rise at a much faster 7 percent CAGR. By 2025, the top 15 online video platforms are expected to command 58 percent of total online video revenues, reflecting a growing concentration in the market led by YouTube, Douyin/TikTok, and Netflix, alongside strong local players like JioHotstar in India and U-Next in Japan.
