Market Insights Advertising & Media Esports

Streaming - ASEAN

ASEAN

Revenue in the Streaming market in the ASEAN region is projected to reach US$4.0m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 5.21%, resulting in a projected market volume of US$5.2m by 2029.
While the majority of revenue is generated China, the ASEAN market is also significant with a projected market volume of US$40.5m in 2024.
In the Streaming market, the number of users in ASEAN is expected to amount to 57.5m users by 2029.
User penetration will be 7.6% in 2024 and is expected to hit 9.1% by 2029.
The average revenue per user (ARPU) in the ASEAN Streaming market is expected to amount to US$0.1.
In ASEAN, Malaysia is rapidly emerging as a hub for eSports streaming, fueled by increasing internet penetration and a youth-driven gaming culture.

Key regions: Germany, United States, China, India, South Korea

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Analyst Opinion

The eSports market in ASEAN is witnessing a steady growth rate, influenced by factors like the increasing popularity of streaming platforms, rising awareness about eSports, and the convenience of online gaming. However, the subdued growth is impacted by factors like limited access to high-speed internet and lack of infrastructure for competitive gaming.

Customer preferences: With the growing popularity of eSports in ASEAN, there has been a significant increase in demand for streaming services to watch live tournaments and gameplay. This trend is driven by the younger generation's preference for convenience and immediacy, as well as their strong connection to digital media. Moreover, with the rise of internet connectivity and access to smartphones, the streaming market within eSports is expected to continue to grow rapidly in the region. This shift towards digital consumption is also influenced by the increasing number of tech-savvy consumers and the changing lifestyle patterns of younger demographics.

Trends in the market: In ASEAN, the eSports industry is experiencing a surge in the demand for streaming services as more consumers turn to online platforms to watch live tournaments and gameplay. This trend is likely to continue as streaming platforms invest in advanced technology and partnerships with major eSports events. The significance of this trend lies in the potential for increased revenue streams for stakeholders and the potential for global recognition of ASEAN's eSports scene. Additionally, this trend has implications for the development of local talent and the growth of the region's gaming industry.

Local special circumstances: In ASEAN, the Streaming Market within the eSports Market is seeing significant growth due to the region's high internet penetration and the popularity of mobile gaming. Moreover, the diverse cultural and linguistic landscape of the region has led to the development of localized streaming platforms, catering to the preferences of local audiences. Additionally, regulatory support for the eSports industry in countries like Malaysia and Indonesia has further fueled the growth of the streaming market in the region.

Underlying macroeconomic factors: The growth of the Streaming Market within the eSports Market market in ASEAN is heavily influenced by macroeconomic factors such as technological advancements, government support, and investment in digital infrastructure. Countries with favorable regulatory environments and strong investment in digital technologies are experiencing faster market growth compared to regions with regulatory challenges and limited funding. Additionally, the increasing popularity of eSports and the rise of digital streaming platforms are driving the demand for streaming services in the region. This is further supported by the growing tech-savvy population and increasing disposable income, which are key drivers of growth in the streaming market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Streaming market, which comprises revenues from live broadcasting gaming content. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) 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 various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.