Market Insights Advertising & Media Advertising

Cinema Advertising - Southeast Asia

Southeast Asia

In Southeast Asia, ad spending in the Cinema Advertising market is projected to reach US$71.10m in 2024.
The ad spending in this region is expected to show an annual growth rate (CAGR 2024-2029) of 7.61%, which will result in a projected market volume of US$102.60m by 2029.
While most revenue will be generated the United States, Southeast Asia's Cinema Advertising market will also contribute significantly.
The number of viewers in the Cinema Advertising market in Southeast Asia is expected to amount to 116.5m users by 2029.
Furthermore, the average ad spending per viewer in the Cinema Advertising market in Southeast Asia is projected to amount to US$0.72 in 2024.
In Southeast Asia, cinema advertising is increasingly becoming a favored channel for brands in Malaysia, capitalizing on the resurgence of local film productions and audience engagement.

Key regions: United Kingdom, Japan, United States, Europe, Germany

Market

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Analyst Opinion

The Cinema Advertising market in Southeast Asia is experiencing significant growth and development, driven by several key factors. Customer preferences in the region are shifting towards more immersive and engaging advertising experiences.

With the rise of digital technology and social media, consumers are becoming increasingly accustomed to interactive and personalized content. Cinema advertising provides a unique opportunity to captivate audiences in a large-scale, high-quality format, making it an attractive choice for advertisers looking to make a lasting impact. Additionally, the younger demographic in Southeast Asia is particularly receptive to cinema advertising, as they are more likely to frequent movie theaters and enjoy the social experience of going to the cinema.

Trends in the market indicate a growing demand for cinema advertising in specific countries within Southeast Asia. For example, in Indonesia, the largest market in the region, cinema advertising has seen a steady increase in recent years. This can be attributed to the country's booming film industry, which has led to a rise in the number of movie theaters and an increase in cinema attendance.

Advertisers are recognizing the potential of reaching a large and diverse audience through cinema screens, and are investing in this medium to maximize their brand exposure. Local special circumstances also contribute to the development of the cinema advertising market in Southeast Asia. For instance, in countries like Thailand and Vietnam, where internet penetration is still relatively low, cinema advertising offers a valuable alternative to reach consumers who may not have access to digital media.

Furthermore, the popularity of local films in Southeast Asia creates opportunities for advertisers to target specific audiences and align their brands with successful local productions. Underlying macroeconomic factors also play a role in the growth of the cinema advertising market in Southeast Asia. The region's economic development has led to an increase in disposable income and consumer spending, creating a favorable environment for advertisers.

As more people have the means to afford movie tickets and leisure activities, cinema attendance is on the rise, presenting a lucrative opportunity for advertisers to reach a captive audience. In conclusion, the Cinema Advertising market in Southeast Asia is experiencing growth and development due to shifting customer preferences, specific country trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the unique advantages of cinema advertising in engaging audiences and making a lasting impact.

As the region continues to develop and consumer behavior evolves, the cinema advertising market is expected to further expand in Southeast Asia.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Cinema market, which comprises revenues from box office, advertsing and concessions. The market includes both consumer and advertising spending. All monetary figures refer to consumer spending on tickets and concessions. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market 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 market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. 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. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

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.