Market Insights Advertising & Media Advertising

TV & Video Advertising - Central Asia

Central Asia

Ad spending in the TV & Video Advertising market in Central Asia is forecasted to reach US$366.30m in 2025.
The largest market is Traditional TV Advertising with a market volume of US$214.70m in 2025.
When compared globally, the United States is expected to generate the highest ad spending with US$151.00bn in 2025.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$3.72 in 2025.
By 2029, the number of TV Viewers in Central Asia is expected to reach 60.6m users.
In Central Asia, the TV & Video Advertising market is rapidly growing, driven by increasing digitalization and a rising demand for targeted advertising solutions.

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 Central Asia is experiencing significant growth and development. Customer preferences in the region are shifting towards digital platforms and online streaming services. As internet penetration rates continue to rise, more consumers are turning to digital platforms to consume content. This shift in consumer behavior has led to an increase in demand for TV and video advertising on these platforms. Trends in the market show that advertisers are investing more in targeted and personalized advertising campaigns. With the availability of data analytics and advanced targeting tools, advertisers are able to reach their target audience more effectively. This has resulted in higher engagement rates and better return on investment for advertisers. Local special circumstances in Central Asia also contribute to the growth of the TV & Video Advertising market. The region has a young and tech-savvy population that is highly engaged with digital platforms. This presents a unique opportunity for advertisers to reach a large and receptive audience. Underlying macroeconomic factors such as economic growth and increasing disposable income also play a role in the development of the TV & Video Advertising market in Central Asia. As the economy continues to grow, consumers have more purchasing power, which in turn leads to increased advertising spending. In conclusion, the TV & Video Advertising market in Central Asia is experiencing growth and development due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the shift towards digital platforms and investing in targeted advertising campaigns to reach their audience effectively. As the region continues to grow economically, the TV & Video Advertising market is expected to further expand 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.