OTT Video - Asia | Statista Market Forecast

Revenue in the OTT Video market market in Asia is projected to reach US$104.80bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.64%, resulting in a projected market volume of US$144.60bn by 2029.
The largest market within this market is OTT Video Advertising, which will have a market volume of US$67.62bn in 2024.
In a global context, the United States is expected to generate the most revenue, amounting to US$133.70bn in 2024.
In the OTT Video market market in Asia, the number of users is expected to amount to 2.9bn users by 2029.
User penetration in Asia will be 49.8% in 2024 and is anticipated to reach 62.5% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Asia is projected to be US$46.32 in 2024.
The proliferation of mobile internet access in India is significantly driving the growth of OTT video platforms, reshaping entertainment consumption habits nationwide.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Asia is experiencing significant growth and development, driven by changing customer preferences and the increasing availability of high-speed internet.

Customer preferences: Customers in Asia are increasingly turning to OTT Video platforms for their entertainment needs. This shift in preference can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT Video platforms allow customers to access a wide range of content anytime and anywhere, without the need for traditional cable or satellite TV subscriptions. Additionally, the ability to personalize content recommendations based on individual preferences enhances the overall user experience. Furthermore, the affordability of OTT Video subscriptions compared to traditional TV packages is appealing to cost-conscious consumers.

Trends in the market: One major trend in the OTT Video market in Asia is the rise of local and regional content. OTT Video platforms are increasingly investing in producing and acquiring local content to cater to the diverse tastes and preferences of Asian audiences. This trend is driven by the desire to provide culturally relevant and relatable content that resonates with local viewers. Additionally, the availability of local content helps OTT Video platforms differentiate themselves from competitors and attract a larger user base. Another trend is the increasing adoption of mobile devices for video streaming. With the widespread availability of affordable smartphones and improving internet connectivity, more consumers in Asia are accessing OTT Video platforms through their mobile devices. This trend is particularly prominent in countries with large populations and high smartphone penetration rates, such as India and China. As a result, OTT Video platforms are optimizing their services for mobile devices and developing mobile apps to provide a seamless and user-friendly streaming experience.

Local special circumstances: Asia is a diverse region with unique cultural, linguistic, and regulatory considerations. This diversity presents both opportunities and challenges for OTT Video providers. Local content regulations and censorship policies vary across countries, requiring platforms to navigate and comply with different content standards. Additionally, the linguistic diversity in Asia necessitates the availability of content in multiple languages to cater to diverse audiences. OTT Video platforms that can effectively address these local special circumstances are likely to gain a competitive advantage in the market.

Underlying macroeconomic factors: The growth of the OTT Video market in Asia is supported by several underlying macroeconomic factors. Firstly, the increasing internet penetration and improving internet infrastructure in the region have made it easier for consumers to access OTT Video platforms. As more households gain access to high-speed internet, the potential customer base for OTT Video services expands. Secondly, the rising disposable incomes and expanding middle class in many Asian countries have contributed to the growth of the OTT Video market. As consumers have more discretionary income, they are willing to spend on entertainment and leisure activities, including OTT Video subscriptions. Furthermore, the rapid urbanization and changing lifestyles in Asia have also played a role in the development of the OTT Video market. Urban dwellers, especially millennials and young professionals, are more likely to adopt OTT Video services due to their busy lifestyles and preference for on-demand content. In conclusion, the OTT Video market in Asia is experiencing significant growth and development due to changing customer preferences, the rise of local content, the increasing adoption of mobile devices, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, OTT Video providers will need to adapt to these trends and circumstances to stay competitive and capture the growing demand for online video content in Asia.

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.