OTT Video - Asia

  • Asia
  • Revenue in the OTT Video market in Asia is projected to reach €103.50bn in 2025.
  • Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 6.19%, resulting in a projected market volume of €131.60bn by 2029.
  • The largest market within this market is OTT Video Advertising, which will have a market volume of €66.39bn in 2025.
  • In a global context, the United States is expected to generate the most revenue, amounting to €133,300.00m in 2025.
  • In the OTT Video market in Asia, the number of users is expected to amount to 2.9bn users by 2029.
  • User penetration in Asia will be 52.5% in 2025 and is anticipated to reach 62.5% by 2029.
  • The average revenue per user (ARPU) in the OTT Video market in Asia is projected to be €43.13 in 2025.
  • The proliferation of mobile internet access in India is significantly driving the growth of OTT video platforms, reshaping entertainment consumption habits nationwide.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

 
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Analyst Opinion

The OTT Video market in Asia is witnessing remarkable growth, fueled by increasing internet penetration, a surge in mobile device usage, and a growing preference for on-demand content, along with the rise of innovative advertising models enhancing user engagement.

Customer preferences:
Consumers in Asia are increasingly gravitating towards localized content that resonates with their cultural identities, driving demand for diverse programming across OTT platforms. The rise of regional languages in content offerings reflects demographic shifts, particularly among younger audiences who prefer relatable narratives. Additionally, the integration of social viewing features and interactive content caters to the evolving lifestyle of users, fostering community engagement and enhancing the overall viewing experience. This trend underscores a shift towards personalization and shared experiences in digital media consumption.

Trends in the market:
In Asia, the OTT Video Market is experiencing a surge in demand for localized content, as consumers increasingly seek programming that reflects their cultural identities and resonates with regional narratives. Countries like India and Indonesia are seeing a rise in regional language offerings, catering to diverse demographics, particularly the younger audience who crave relatable storytelling. Furthermore, the integration of social viewing features and interactive content is enhancing user engagement, fostering community connections and shared viewing experiences. This shift towards personalization signifies a transformative phase in digital media consumption, compelling industry stakeholders to adapt their strategies to meet evolving consumer preferences.

Local special circumstances:
In China, the OTT Video Market is heavily influenced by stringent regulatory frameworks, necessitating compliance with government content guidelines while also promoting domestic productions that align with cultural narratives. In Japan, the blend of traditional media with cutting-edge technology fosters a unique landscape where anime and live-action adaptations thrive, catering to diverse age groups. South Korea's emphasis on K-content has propelled global interest, leveraging cultural exports that resonate well beyond its borders. In India, the burgeoning internet user base and mobile penetration drive demand for regional content, compelling platforms to prioritize local storytelling that reflects the nation's rich cultural tapestry.

Underlying macroeconomic factors:
The OTT Video Market in Asia is significantly shaped by macroeconomic factors such as increasing disposable incomes, rapid urbanization, and a burgeoning middle class that drives demand for diverse content. Global economic trends, including the shift toward digital consumption, further accelerate this growth, particularly in markets with high internet penetration. National economic health plays a crucial role; countries experiencing robust GDP growth often see a parallel increase in content consumption. Additionally, favorable fiscal policies that support technology and media investments create an environment conducive to innovation, enabling platforms to cater to local tastes while competing on a global scale.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

Visión general

  • Revenue
  • Analyst Opinion
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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