TV & Video - Eastern Asia | Statista Market Forecast

In Eastern Asia, revenue in the TV & Video market market is projected to reach US$155.20bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.30%, resulting in a projected market volume of US$191.60bn by 2029.
The largest market within this market is OTT Video, which is anticipated to have a market volume of US$92.38bn in 2024.
In global comparison, the majority of revenue will be generated the United States, with a figure of US$280.30bn in 2024.
In the TV & Video market market in Eastern Asia, the number of users is expected to amount to 1.4bn users by 2029.
User penetration in this market is anticipated to be at 79.2% in 2024.
The average revenue per user (ARPU) in Eastern Asia is projected to amount to US$119.90 in 2024.
In South Korea, the TV and video market is increasingly dominated by streaming platforms, reflecting a shift in consumer preferences towards on-demand content consumption.

Definition:

The TV & Video market encompasses the diverse landscape of audiovisual content delivery, including traditional broadcast television, streaming services, and digital platforms. This market offers a vast array of content, from TV shows and movies to live sports events and news broadcasts, catering to a wide range of viewer interests. As technology evolves, so too does the way we consume video content, with traditional linear TV being complemented by on-demand and over-the-top (OTT) streaming options. This evolution reflects changing consumer preferences and the increasing accessibility of internet-connected devices, providing viewers with greater flexibility and choice in how they access and enjoy their favorite programs.

Structure:

The TV & Video market encompasses both Traditional TV & Home Video and OTT Video. Traditional TV & Home Video involves scheduled programming and physical media distribution like DVDs. OTT Video delivers content over the internet, offering on-demand access to a wide range of options.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases and subscription payments. Key players in the market are companies, such as The Walt Disney Company, Netflix, or Amazon.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Over-the-top services such as Netflix, Hulu, iTunes, and Pluto.tv
Physical home video such as DVD & Blu-ray
Traditional TV advertising such as commercial breaks
Public TV licence fees such as BBC TV License in the UK and the Rundfunkbeitrag in Germany

Movie theater ticket sales such as from AMC Theatres
Public license fees collected in the form of a tax such as income tax in the Nordic countries

The TV & Video market in Eastern Asia has been experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trajectory. Customer preferences in Eastern Asia have played a key role in driving the growth of the TV & Video market. Consumers in this region have shown a strong inclination towards high-quality content and immersive viewing experiences. They seek out TVs and video platforms that offer stunning visuals, vibrant colors, and sharp resolutions. As a result, there has been a surge in demand for advanced technologies such as 4K Ultra HD and OLED displays. Additionally, Eastern Asian consumers have shown a growing interest in smart TVs and streaming services, as they value the convenience and flexibility these platforms provide. Trends in the market have also shaped the development of the TV & Video industry in Eastern Asia. One prominent trend is the rise of local content production. Eastern Asian countries have witnessed a boom in the creation of original TV series, movies, and variety shows. This has not only fueled domestic demand but has also led to the international popularity of Eastern Asian content, particularly in neighboring countries. As a result, there has been an increased need for high-quality TVs and video platforms to deliver these productions to viewers. Local special circumstances have further contributed to the growth of the TV & Video market in Eastern Asia. One notable circumstance is the strong government support for the development of the media and entertainment industry. Governments in this region have implemented policies and initiatives to encourage the production and distribution of local content, as well as to attract foreign investments. This has created a favorable environment for the TV & Video market to flourish, as it has received both financial and regulatory support. Underlying macroeconomic factors have also played a role in the development of the TV & Video market in Eastern Asia. The region has experienced rapid economic growth, leading to an increase in disposable income and consumer spending power. As a result, more households are able to afford TVs and video platforms, driving up demand. Additionally, the growing middle class in Eastern Asia has contributed to the expansion of the market, as these consumers prioritize entertainment and leisure activities. In conclusion, the TV & Video market in Eastern Asia is developing at a rapid pace due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The strong demand for high-quality content, the rise of local production, government support, and economic growth have all contributed to the positive trajectory of this industry. As the market continues to evolve, it is expected to further expand and innovate to meet the changing needs and preferences of Eastern Asian consumers.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment 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 segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. 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.

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.

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

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.