TV & Video Advertising - Taiwan | Statista Market Forecast

Ad spending in the TV & Video Advertising market in Taiwan is forecasted to reach US$1.87bn in 2024.
The largest market in Taiwan is Traditional TV Advertising, with a market volume of US$1.13bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in Taiwan's Traditional TV Advertising market is projected to be US$64.02 in 2024.
By 2030, the number of TV Viewers in Taiwan is anticipated to reach 0.0users.
Taiwan's TV & Video Advertising market is seeing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

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.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Taiwan is experiencing significant growth and development.

Customer preferences: Customers in Taiwan have shown a strong preference for digital and online video content, leading to an increase in TV and video advertising spending. This can be attributed to the high internet penetration rate in the country, as well as the popularity of smartphones and other mobile devices. Additionally, customers in Taiwan have a preference for engaging and interactive advertisements that provide value and entertainment.

Trends in the market: One of the key trends in the TV & Video Advertising market in Taiwan is the shift towards programmatic advertising. Programmatic advertising allows for more targeted and personalized advertisements, which can lead to higher engagement and conversion rates. Advertisers in Taiwan are increasingly using data analytics and artificial intelligence to optimize their ad campaigns and reach their target audience more effectively. Another trend in the market is the rise of video streaming platforms. With the increasing popularity of platforms such as YouTube, Netflix, and LINE TV, advertisers are now focusing more on digital video advertising. These platforms offer a wide range of content and attract a large number of viewers, making them an attractive advertising medium for brands in Taiwan.

Local special circumstances: Taiwan has a highly competitive media landscape, with numerous TV channels and online platforms vying for viewers' attention. This has led to increased competition among advertisers to create engaging and memorable advertisements. Advertisers in Taiwan are constantly innovating and experimenting with new formats and technologies to stand out from the crowd. Another special circumstance in Taiwan is the strong presence of local celebrities and influencers. Taiwanese consumers have a strong affinity for local celebrities, and advertisers often leverage their popularity to promote their products and services. Influencer marketing has become a popular strategy in Taiwan, with brands partnering with influencers to create sponsored content and reach a wider audience.

Underlying macroeconomic factors: The strong economic growth in Taiwan has contributed to the growth of the TV & Video Advertising market. As the economy continues to expand, businesses have more resources to allocate towards advertising and marketing. Additionally, the increasing disposable income of consumers has led to higher consumer spending, which in turn drives advertising demand. Furthermore, the government in Taiwan has been supportive of the advertising industry, implementing policies and initiatives to promote the development of the sector. This includes providing tax incentives for advertising expenses and investing in infrastructure to improve digital connectivity. These factors have created a favorable environment for the growth of the TV & Video Advertising market in Taiwan. In conclusion, the TV & Video Advertising market in Taiwan is experiencing growth and development driven by customer preferences for digital and online video content, the rise of programmatic advertising, and the popularity of video streaming platforms. Local special circumstances such as a competitive media landscape and the presence of local celebrities and influencers also contribute to the market's growth. The strong macroeconomic factors, including the country's economic growth and government support, further fuel the expansion of the TV & Video Advertising market in Taiwan.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.