Market Insights Advertising & Media Advertising

TV & Video Advertising - Eastern Asia

Eastern Asia

Ad spending in the TV & Video Advertising market in Eastern Asia is forecasted to reach US$90.79bn in 2024.
The region's largest market is Digital Video Advertising, with a market volume of US$62.17bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$44.31 in 2024.
By 2029, the number of TV Viewers in Eastern Asia is anticipated to reach 1.1bn users.
In South Korea, the TV & Video Advertising market is rapidly shifting towards digital platforms to reach tech-savvy consumers effectively.

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 Eastern Asia has been experiencing significant growth in recent years. Customer preferences in Eastern Asia have shifted towards digital media consumption, with an increasing number of people accessing content through smartphones, tablets, and smart TVs. This has led to a rise in demand for TV and video advertising that can reach consumers across these digital platforms. Additionally, consumers in Eastern Asia have shown a preference for personalized and interactive advertisements that engage them on a deeper level. Advertisers have responded to these preferences by investing in technologies like programmatic advertising and interactive video ads. Trends in the market show that advertisers are increasingly targeting specific demographics and niche markets in Eastern Asia. This is driven by the region's diverse population and the need to reach consumers with tailored messages that resonate with their interests and cultural backgrounds. Advertisers are also focusing on creating high-quality and visually appealing content to capture the attention of viewers in a crowded advertising landscape. Local special circumstances in Eastern Asia, such as the popularity of social media platforms like WeChat in China and LINE in Japan, have also had a significant impact on the TV & Video Advertising market. These platforms have a large user base and offer advertising opportunities that allow advertisers to reach a wide audience. Additionally, the rise of live streaming platforms in countries like South Korea and China has created new avenues for advertisers to engage with consumers in real-time. Underlying macroeconomic factors have contributed to the growth of the TV & Video Advertising market in Eastern Asia. The region has experienced strong economic growth, leading to an increase in consumer spending and disposable income. This has provided advertisers with a larger pool of potential customers to target. Furthermore, advancements in technology and infrastructure have made it easier for advertisers to deliver their messages to consumers through various digital channels. In conclusion, the TV & Video Advertising market in Eastern Asia is developing rapidly due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to reach consumers on digital platforms, target specific demographics, and create engaging content. As the region continues to experience economic growth and technological advancements, the TV & Video Advertising market in Eastern Asia 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.