Market Insights Advertising & Media Advertising

TV & Video Advertising - Hong Kong

Hong Kong

Ad spending in the TV & Video Advertising market in Hong Kong is forecasted to reach US$712.50m in 2024.
The largest market within this category is Traditional TV Advertising, with a market volume of US$383.50m in 2024.
When comparing globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$80.09 in 2024.
By 2029, the number of TV Viewers in Hong Kong is anticipated to reach 4.91m users.
Hong Kong's TV & Video Advertising market is experiencing a shift 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 Hong Kong is experiencing significant growth and development in recent years.

Customer preferences: Customers in Hong Kong have shown a strong preference for TV and video advertising, as it allows them to engage with brands and products in a visually appealing and interactive manner. With the rise of digital platforms and streaming services, consumers in Hong Kong are increasingly consuming video content on their mobile devices and smart TVs. This shift in consumer behavior has led to a surge in demand for TV and video advertising, as brands seek to reach their target audience through these popular channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in Hong Kong is the increasing adoption of programmatic advertising. Programmatic advertising allows brands to automate the buying and selling of ad inventory, enabling them to target specific audiences and optimize their advertising campaigns in real-time. This trend is driven by the growing availability of data and analytics, which enable brands to better understand their target audience and deliver personalized and relevant ads. As a result, programmatic advertising is becoming the preferred choice for many advertisers in Hong Kong. Another trend in the market is the rise of mobile video advertising. With the widespread use of smartphones and the availability of high-speed internet connections, consumers in Hong Kong are increasingly watching videos on their mobile devices. This presents a lucrative opportunity for advertisers to reach their target audience through mobile video ads. Advertisers are leveraging various platforms, such as social media apps and video streaming services, to deliver engaging and interactive mobile video ads.

Local special circumstances: Hong Kong has a highly competitive and dynamic advertising market. The city is a hub for international businesses and attracts a diverse range of advertisers. This intense competition has led to innovative advertising strategies and campaigns in order to stand out from the crowd. Advertisers in Hong Kong are constantly exploring new ways to captivate their audience and create memorable advertising experiences.

Underlying macroeconomic factors: The strong economic growth and high disposable income in Hong Kong have contributed to the growth of the TV & Video Advertising market. As consumers have more purchasing power, advertisers are willing to invest in TV and video advertising to promote their products and services. Additionally, Hong Kong's strategic location and well-developed infrastructure make it an attractive market for international brands looking to expand their reach in the Asia-Pacific region. In conclusion, the TV & Video Advertising market in Hong Kong is witnessing significant growth and development due to customer preferences for engaging visual content, the adoption of programmatic advertising, the rise of mobile video advertising, intense competition in the market, and the strong macroeconomic factors in the region. Advertisers in Hong Kong are leveraging these trends and circumstances to create impactful and successful advertising campaigns.

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) 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.