OTT Video - Asia

  • Asia
  • Revenue in the OTT Video market market in Asia is forecasted to reach US$104.20bn in 2024.
  • The revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 5.93%, leading to a projected market volume of US$139.00bn by 2029.
  • The largest market in Asia is OTT Video Advertising with a market volume of US$67.00bn in 2024.
  • When considering global comparison, the highest revenue is expected to be generated the in the United States (US$132,900.00m in 2024).
  • Within the OTT Video market market in Asia, the number of users is forecasted to reach 2.9bn users by 2029.
  • User penetration is projected to be 49.8% in 2024 and is estimated to increase to 62.5% by 2029.
  • The average revenue per user (ARPU) in the OTT Video market market in Asia is projected to be US$46.04 in 2024.
  • In South Korea, the OTT Video market is dominated by local platforms, leading to stiff competition for international streaming services.

Key regions: United Kingdom, Germany, Asia, South Korea, Japan

 
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Analyst Opinion

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.

Methodology

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.

Overview

  • Revenue
  • Analyst Opinion
  • Users
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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