Market Insights Advertising & Media Advertising

TV & Video Advertising - Southeast Asia

Southeast Asia

Ad spending in the TV & Video Advertising market in Southeast Asia is forecasted to reach US$8.54bn in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$6.04bn in 2024.
When compared globally, the United States is expected to generate the highest ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$13.04 in 2024.
By 2029, the number of TV Viewers in Southeast Asia is anticipated to reach 0.5bn users.
In Singapore, the TV & Video Advertising market is rapidly shifting towards targeted digital campaigns 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 Southeast Asia is experiencing significant growth and development. Customer preferences in the region have been shifting towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the proliferation of smartphones, consumers are now able to access video content anytime and anywhere. This has led to a decline in traditional television viewership and an increase in digital video consumption. As a result, advertisers are adapting their strategies to reach consumers through digital channels and platforms. Trends in the market indicate a strong focus on programmatic advertising. Programmatic advertising allows advertisers to target specific audiences with personalized messages, resulting in higher engagement and conversion rates. This trend is driven by advancements in data analytics and artificial intelligence, which enable advertisers to analyze consumer behavior and preferences in real-time. Advertisers are also leveraging the power of social media platforms and influencer marketing to reach their target audience effectively. Local special circumstances in Southeast Asia have contributed to the growth of the TV & Video Advertising market. The region has a large and diverse population, with varying levels of internet penetration and smartphone adoption. Advertisers need to consider these factors when developing their marketing strategies to ensure maximum reach and effectiveness. Additionally, Southeast Asia consists of multiple countries with different languages, cultures, and regulations. Advertisers must tailor their messages and campaigns to resonate with the local audience and comply with local laws. Underlying macroeconomic factors are also driving the development of the TV & Video Advertising market in Southeast Asia. The region has experienced rapid economic growth and urbanization, resulting in an expanding middle class with higher disposable incomes. This has led to increased consumer spending on entertainment and media, including video content. Advertisers are capitalizing on this trend by investing in TV & Video Advertising to capture the attention of the growing consumer base. In conclusion, the TV & Video Advertising market in Southeast Asia is growing and evolving due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to target consumers through digital platforms and programmatic advertising. With the region's diverse population and economic growth, the TV & Video Advertising market in Southeast Asia is poised for further expansion 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.