Online video advertising and marketing in Asia - statistics & facts

Whether in the form of long ads on YouTube, short influencer clips on Instagram, or embedded videos on news outlets - the online user journey is constantly accompanied by distinct types of video advertising and marketing. With over two billion internet users and ever-growing social media penetration rates, Asia is the region with the biggest addressable digital ad audience worldwide. While posing a highly attractive market for international video platforms to break into, the region's countries and territories constantly challenge global companies in their diverse consumer needs and behaviors.

YouTube: the trailblazer

Ranked second among the world's most visited websites, YouTube has become an indispensable part of many people's daily routines and modern popular culture. There are over one billion YouTube users in Asia alone, with India being home to the largest audience of over 460 million. Following its acquisition by Google in 2006, one year after its launch, the platform evolved from merely being a hub for viral videos to becoming a global advertising powerhouse. In 2007, YouTube began running video ads on a large scale. Starting out with in-video ads, so-called pre-roll ads were introduced a year later, accustoming users to watching ads in order to view their desired content. Nowadays, YouTube generates annual ad revenues in the billions and boasts high ad reach rates across Asia, amounting to over 90 percent in South Korea and Hong Kong.

TikTok and Douyin: the new kids on the block

Developed by Chinese tech company ByteDance, China-based short-form video platform Douyin and its global counterpart TikTok have emerged as the go-to social media platforms for Gen Z, the most recent generation of consumers. Accordingly, they have become highly contested and notorious spaces for online video ads and influencer marketing campaigns, with the platforms' high-level curation of customized user experiences having raised data privacy concerns across the globe. This led to TikTok being banned in several countries, most notably India in 2020. Nevertheless, the app still caters to an ever-growing user base across Asia and is on track to cross ten billion U.S. dollars in global ad revenue by 2025.

AVOD: streaming providers' key to Asian markets?

To find their footing across Asia-Pacific's different markets, international music and video streaming services have been applying several methods, from ranging pricing tiers to mobile contract tie-ins. This makes for a highly diversified streaming market in APAC, where household names like Netflix or Disney+ differ from country to country, both in terms of offered content and subscription models. Some providers started out as subscription video-on-demand (SVOD) services offering content for a monthly fee. Nowadays, they are also making use of advertising video-on-demand (AVOD) models. These AVOD models allow users to access content for free or a reduced monthly subscription fee in exchange for watching video ads . Surveys have shown a general openness towards AVOD services in Asia as well as a high user share using both paid and ad-supported streaming services.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Leander von Kameke, Feb 27, 2024

Key insights

Internet ad spend in APAC
118bn USD
Internet ad spend growth in APAC
15.3%
Largest digital video ad market in APAC
China
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