Market Insights Advertising & Media Advertising

TV & Video Advertising - ASEAN

ASEAN

Ad spending in the TV & Video Advertising market in ASEAN is forecasted to reach US$8.51bn in 2024.
The largest market within this industry is Traditional TV Advertising, with a market volume of US$6.03bn in 2024.
When looking at global figures, the highest ad spending is anticipated to come from the United States, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is expected to be US$12.56 in 2024.
By 2029, the number of TV Viewers in ASEAN is projected to reach 0.50bn users.
In the ASEAN region, TV & Video Advertising is experiencing a shift towards digital platforms to target the tech-savvy population effectively.

Key regions: United States, Europe, United Kingdom, Japan, Germany

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 ASEAN has experienced significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms.

Customer preferences: Customers in ASEAN are increasingly turning to digital platforms for their entertainment needs. The rise of streaming services and video-on-demand platforms has led to a shift in consumer behavior, with more people choosing to watch TV shows and movies online rather than on traditional television channels. This has created new opportunities for advertisers to reach their target audience through digital advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in ASEAN is the growing popularity of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographic and behavioral data, resulting in more effective and personalized advertising campaigns. This trend is particularly evident in countries like Singapore and Malaysia, where digital infrastructure is well-developed and consumers are more tech-savvy. Another trend in the market is the increasing adoption of mobile advertising. With the widespread use of smartphones in ASEAN, advertisers are recognizing the importance of reaching consumers on their mobile devices. Mobile advertising offers a more targeted and interactive way to engage with consumers, and it is expected to continue growing in the coming years.

Local special circumstances: One of the unique aspects of the TV & Video Advertising market in ASEAN is the diversity of languages and cultures across the region. Advertisers need to take into account the different languages spoken in each country and tailor their campaigns accordingly. Additionally, cultural sensitivities and preferences vary across ASEAN, requiring advertisers to be mindful of local customs and traditions when designing their advertisements.

Underlying macroeconomic factors: The growing middle class in ASEAN countries is a key driver of the TV & Video Advertising market. As disposable incomes rise, consumers have more purchasing power and are willing to spend on entertainment and leisure activities. This has led to increased demand for TV and video content, creating opportunities for advertisers to reach a larger audience. Furthermore, the rapid urbanization and infrastructure development in ASEAN countries have improved access to digital platforms and increased internet penetration. This has made it easier for advertisers to reach consumers through online channels and has contributed to the growth of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in ASEAN is experiencing significant growth due to changing customer preferences, the rise of digital platforms, and the increasing availability of internet access. Advertisers in the region are adapting to these trends by embracing programmatic advertising and mobile advertising, while also considering the local special circumstances and cultural sensitivities. The underlying macroeconomic factors, such as the growing middle class and urbanization, are further fueling the growth of the market.

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.