Market Insights Advertising & Media Advertising

TV & Video Advertising - Southern Asia

Southern Asia

Ad spending in the TV & Video Advertising market in Southern Asia is forecasted to reach US$6.98bn in 2024.
The largest market within this region is Traditional TV Advertising, with a market volume of US$5.53bn in 2024.
When compared 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$3.76 in 2024 in Southern Asia.
By 2029, the number of TV Viewers in the region is estimated to reach 1.52bn users.
In Southern Asia, India's TV & Video Advertising market is experiencing a shift towards targeted digital campaigns to reach diverse audiences 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 Southern Asia is experiencing significant growth and development.

Customer preferences: Customers in Southern Asia have shown a strong preference for consuming video content through digital platforms. With the increasing availability of high-speed internet and the widespread use of smartphones, people in the region are increasingly turning to online streaming services and social media platforms for their entertainment needs. This shift in consumer behavior has led to a surge in demand for digital video advertising, as advertisers seek to reach their target audience through these popular platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Southern Asia is the rise of mobile video advertising. As smartphone penetration continues to increase in the region, advertisers are recognizing the potential of reaching consumers through mobile devices. Mobile video advertising offers the advantage of targeting consumers on the go, allowing advertisers to deliver their messages to a highly engaged audience. This trend is expected to continue as mobile usage and internet connectivity improve in Southern Asia. Another trend in the market is the increasing popularity of short-form video content. Platforms like TikTok and Instagram Reels have gained immense popularity in the region, especially among younger audiences. Advertisers are capitalizing on this trend by creating short and engaging video ads that align with the preferences of these platforms. The success of short-form video ads has led to a shift in advertising strategies, with brands focusing more on creating snackable content that can capture the attention of viewers in a short span of time.

Local special circumstances: Southern Asia is a diverse region with multiple countries, each with its own unique cultural and linguistic characteristics. Advertisers need to take these local special circumstances into account when developing their advertising campaigns. Localization plays a crucial role in the success of video advertising in Southern Asia. Advertisers must tailor their messages to resonate with the local audience, taking into consideration cultural nuances, language preferences, and regional sensitivities.

Underlying macroeconomic factors: The TV & Video Advertising market in Southern Asia is also influenced by underlying macroeconomic factors. The region is experiencing rapid economic growth, which has led to an increase in disposable income and consumer spending. As a result, advertisers are willing to invest more in TV and video advertising to tap into the growing consumer market. Additionally, the region's young and tech-savvy population presents a lucrative opportunity for advertisers to connect with the next generation of consumers. In conclusion, the TV & Video Advertising market in Southern Asia is witnessing remarkable growth driven by customer preferences for digital platforms, the rise of mobile video advertising, the popularity of short-form video content, local special circumstances, and underlying macroeconomic factors. Advertisers in the region need to adapt their strategies to cater to the evolving preferences of consumers and leverage the opportunities presented by the region's growing economy and digital landscape.

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.