Streaming Surpasses Traditionalโค Pay-TV in โAsia-Pacificโข Content Investment: A โขHistoric Shift
By Julia Evans, world-Today-News.com – โNovember 21, 2024
Key Takeaway: For the first time ever, streaming platforms are projected to become theโ largest source of content investment in the โAsia-Pacific (APAC) region in 2025, signaling a monumental shift inโ theโ video โฃindustry โlandscape.
A new โreport from Media Partnersโ Asia โ(MPA) forecasts that streamingโ will reach $5 โbillion in content spend next year, eclipsing traditional pay-TV.This โcomesโ despite a โขprojected 2% dip in overall content investment across the โregion, totaling $15.8 billion in 2024.
The โฃ”Asia Video Content Dynamics 2025″ report, which analyzes โcontent investment, consumption, โand production across key โขmarkets – India, Indonesia, โKorea, Malaysia,โ the Philippines, Thailand, andโ Vietnam โ- reveals a rapidly evolving media ecosystem. Whileโ television outlays areโ weakening due toโ advertising challenges, streaming is poised for continued growth.
Growth Fueled by Sports and Local Content, But Shifts are Underway
Inโ 2024, totalโ video โขcontent investment across โฃthe seven marketsโค grew by 9% to $16.1 billion,largely drivenโข by investments in sports rightsโ and local programming. Korea remains the largest market wiht $7 billion โin spend (a 7.1% increase),โ followed closely by India at $6.2 โbillion โ(a significant 19% jump). Though, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam allโ experienced contractions in investment.
Looking ahead โฃto 2029, MPA projectsโ aโฃ modest โincrease in overall content investmentโ to $16.7 billion. India is expected to significantly close the gap with โคKorea โฃas the largest market. The report anticipates a continued decline in โTV’s shareโข of spending – from 59% in 2025 to 51% in 2029 – while streaming’s share rises from 31%โค to 38%. Theatrical releases are also expected to see a slight increase,moving fromโข 10% to 11%.
Industry Trends to Watch:
Severalโข keyโ trends are shaping the future of video content โin APAC:
Advertising Decline: Traditional broadcastersโ are facing structural declines โin advertising revenue.
Streaming Strategyโ Shift: Streamingโค platforms are scaling backโฃ on expensive, fully-owned original content and increasingly focusing on ad-supported โtiers.
Local production Power: Local producers are leveraging their โskills across television, film, and streaming platforms.
AI Integration: Artificialโฃ intelligence is becoming a โcrucial tool, streamlining production,โ informingโค content commissioningโ decisions, โand enhancing adโ monetization.Market-Specific Dynamics
The report highlights โsignificant variations acrossโ different APAC markets. Traditional TV remains surprisingly resilient in Thailand and Vietnam,while Indiaโข continues to dominate with its regional-language programming.Korea and the โขPhilippines are โexperiencing audienceโ erosion as viewers migrateโ to streaming services. Indonesia’s TV sector remainsโ stable,bolstered by the strong performance of RCTI and SCTV. โ Though, TV advertising โขis in declineโ across theโ board.
Streaming Consumption Soars
Streaming consumption โsaw a significant surge in โ2025. โขIndia led โthe way with 21.5 billion hours of premium VOD viewing inโ Q2, with JioHotstar commanding a dominant 56% market share and Amazon (Prime Video + MX Player) holding 25%.โฃ Korea and Indonesia each recorded 1.2 โคbillion hours, followedโ by the โPhilippines (0.9โ billion), Thailand (0.5โ billion with 41 million monthly active users), and โMalaysia (0.4 billion). Netflixโค remains a leading player in korea,Indonesia,Malaysia,and the Philippines,capturing between 50-80% of the market share. TrueID is a strong competitor in Thailand, while Vidio maintains aโข strong position โฃin Indonesia. โViu continues toโ gain momentum across Southeast Asia with โคits offering of Korean and Chinese content.Source: Media Partners Asia, asiaโ Videoโ Content Dynamics โข2025
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