Market Insights Advertising & Media Advertising

TV & Video Advertising - Asia

Asia

Ad spending in the TV & Video Advertising market in Asia is forecasted to reach US$109.20bn in 2024.
The largest market in Asia is Digital Video Advertising, with a market volume of US$67.62bn in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market in Asia is projected to be US$19.74 in 2024.
By 2029, the number of TV Viewers in Asia is anticipated to reach 3.2bn users.
In Japan, TV & Video Advertising is shifting towards interactive and personalized content to engage consumers in a competitive market.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Asia is experiencing significant growth and development, driven by shifting customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Asia are increasingly favoring digital and mobile platforms for consuming content and accessing information. With the rise of smartphones and the increasing availability of high-speed internet, consumers are spending more time on their mobile devices, leading to a surge in mobile video consumption. This shift in customer behavior has prompted advertisers to allocate a larger portion of their budgets towards digital and mobile advertising, including TV and video advertising on these platforms. Trends in the market further support the growth of TV & Video Advertising in Asia. Programmatic advertising, which uses automated technology to buy and sell advertising space, is gaining popularity in the region. This allows advertisers to target specific audiences more effectively and efficiently, resulting in higher return on investment. Additionally, the rise of over-the-top (OTT) platforms, such as Netflix and Amazon Prime Video, has created new opportunities for advertisers to reach consumers who are increasingly cutting the cord and moving away from traditional TV. Local special circumstances also play a role in the development of the TV & Video Advertising market in Asia. Different countries in the region have their own unique cultural and regulatory environments, which impact advertising strategies and practices. For example, in countries like China and India, where there is a large population and a growing middle class, advertisers are focusing on creating localized content and targeting specific segments of the population to maximize their reach and impact. Underlying macroeconomic factors also contribute to the growth of TV & Video Advertising in Asia. The region is experiencing rapid economic growth, with countries like China and India leading the way. This growth is accompanied by an increase in disposable income and consumer spending, creating a larger market for advertisers to tap into. Furthermore, the expansion of e-commerce and digital platforms in Asia has created new opportunities for advertisers to reach consumers and drive sales. In conclusion, the TV & Video Advertising market in Asia is developing at a rapid pace due to changing customer preferences, emerging market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to target digital and mobile platforms, leveraging programmatic advertising and OTT platforms to reach their audiences effectively. As the region continues to experience economic growth and technological advancements, the TV & Video Advertising market in Asia is expected to thrive in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) 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 GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.