Squid Game S3 Lee Jung-jae as Seong Gi-hun in Squid Game S3 Cr. No Ju-han/Netflix © 2025
The Asia-Pacific region’s video revenue is projected to reach approximately $196 billion by 2030, driven primarily by the rise of streaming services and social media platforms, according to a new report from consultancy firm Media Partners Asia (MPA). The report, released on Tuesday, indicates that total screen revenues in the region will increase from around $171 billion in 2025, with online video accounting for all net gains during this period.
The shift towards digital platforms is stark. Premium video on demand, which includes subscription services and ad-supported platforms, is expected to contribute about $12.5 billion to reach $52 billion by 2030. Meanwhile, revenues from user-generated and social video are projected to rise by $11.4 billion, reaching $44.5 billion. In contrast, traditional television is forecasted to decline by a cumulative $8 billion, highlighting the ongoing erosion of linear advertising and pay-TV subscriptions.
Shift in Viewing Habits and Revenue Streams
Vivek Couto, CEO and Executive Director of Media Partners Asia, emphasized that the current landscape reflects a fundamental reordering of where value is generated within the screen economy. He stated, “Value is shifting decisively toward streaming, social platforms and CTV-led monetization.” Couto also noted that markets possessing scale, pricing power, and robust local content ecosystems are likely to outperform their competitors. The report suggests that traditional television economics face “long-term structural erosion.”
Japan and India are identified as significant contributors to the anticipated growth. In Japan, factors such as higher-priced subscription tiers, premium local content, and sports-driven differentiation are leading the charge. Conversely, India’s growth is primarily volume-driven, supported by improvements in monetization, broader advertising offerings, and an increase in average revenue per user (ARPU) anticipated after 2026.
Connected TV (CTV) has emerged as a crucial driver of this transformation. MPA estimates that there are close to 160 million CTV households in Asia-Pacific, excluding China, with nearly 100 million more expected by 2030. This substantial growth is particularly evident in Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift to big-screen streaming is enhancing user engagement, providing more pricing leverage, and increasing advertising yields.
Emerging Trends and Market Dynamics
The report highlights that user-generated and social video platforms are the primary beneficiaries of the growth in online video advertising. Outside China, platforms such as YouTube, Meta, and TikTok are capturing the majority of incremental spending. Within China, the market is dominated by Douyin, Kuaishou, and Tencent. Notably, short-form video platforms are evolving towards episodic viewing, with micro-dramas emerging as a measurable revenue category that is expected to gain traction in markets like India, Indonesia, Japan, and Thailand over the next five years.
As household penetration matures in developed markets, premium streaming growth increasingly relies on ARPU-driven strategies. Platforms are raising prices, launching higher-tier products, and bundling premium content, particularly sports and local programming. Premium ad-supported video on demand (AVOD) revenue is projected to increase from $8 billion in 2025 to over $12 billion by 2030, with India, Japan, and Australia leading this growth, followed by South Korea and Indonesia.
The report also underscores the accelerating integration of artificial intelligence (AI) tools across various stages of content production, from development to marketing. These efficiencies are reducing production costs and timelines, further reinforcing the advantages of platforms that possess scale and diversified monetization strategies. Overall, MPA projects that Asia-Pacific screen revenues will grow at a compound annual growth rate (CAGR) of 2.8 percent from 2025 to 2030, while online video revenues are expected to rise at a remarkable 7 percent CAGR. By 2025, the top 15 online video platforms are forecasted to account for 58 percent of total online video revenues, highlighting a trend of increasing concentration led by major players such as YouTube, Douyin/TikTok, and Netflix, along with national champions like JioHotstar in India and U-Next in Japan.
