Media Partners Asia’s new Asia-Pacific Video & Broadband 2026 report finds that streaming services, social video platforms and connected TV are poised to dominate screen revenue growth in Asia-Pacific through the end of the 2020s, even as traditional TV continues to experience structural decline.
The Singapore-based research firm predicts that total screen revenue across the region will reach $196 billion by 2030, growing at a compound annual growth rate of 2.8% from 2025 to 2030. All of the net growth will come from online video, which is expected to expand at a CAGR of 7% over the period.
Premium video on demand (including both subscription and ad-supported models) is expected to generate approximately $12.5 billion in revenue growth between 2025 and 2030, reaching $52 billion by the end of the decade. Japan, China and India will lead the growth, followed by Australia, South Korea and Indonesia.
India is expected to overtake China as the largest market for SVOD subscriptions by 2030, with the number of individual subscriptions reaching 358 million. However, India’s premium VOD revenue (including both subscriptions and advertising) will remain 4.5 times lower than China and 2.5 times lower than Japan, reflecting lower average revenue per user (ARPU).
User-generated and social video revenue is expected to grow even more dramatically, adding $11.4 billion to reach $44.5 billion by 2030. That’s why creator-led platforms are the biggest growth driver across Asia Pacific’s screen economy, according to MPA’s annual industry assessment.
Traditional TV, meanwhile, faces a cumulative $8 billion revenue decline over the same period as linear advertising and pay-TV subscriptions continue to slump. China, Japan and India will account for nearly 70% of the contraction, while Australia and South Korea will together contribute more than 15%.
Connected TV is emerging as a structural growth driver across the region. MPA predicts that the number of CTV households across the Asia-Pacific region, excluding China, now stands at nearly 160 million and will grow by nearly 100 million by 2030. Japan, India, South Korea, Indonesia, Thailand, Philippines and Australia have the largest installed base. The shift to larger screen viewing has significantly increased engagement, pricing power, and advertising revenue.
Market concentration among online video platforms is increasing, with the top 15 expected to account for 58% of total online video revenue by 2025. YouTube, ByteDance’s Douyin and TikTok, and Netflix are leading the field, along with strong domestic champions such as JioHotstar and U-Next.
Japan and India have emerged as the largest contributors to the incremental growth of video and streaming revenue outside of China, albeit through different dynamics. Japan’s growth is driven by increasing average revenue per user, supported by premium price points, local content and sports differentiation. India’s growth remains volume-driven but is increasingly supported by monetization upgrades, ad-supported services, expected ARPU growth from 2026 onwards, and growing CTV usage.
Premium AVOD revenue is expected to grow from $8 billion in 2025 to more than $12 billion by 2030, led by India, Japan, and Australia, followed by South Korea and Indonesia. Platforms across the region are raising prices, introducing higher-end products and bundling premium sports with local content.
User-generated social video platforms continue to be the main beneficiaries of online video advertising growth. Outside of China, YouTube, Meta, and ByteDance’s TikTok accounted for the majority of incremental spending. In China, Douyin, Kuaishou and Tencent lead the market. Short-form platforms are also evolving towards episodic consumption, with microdramas emerging as a measurable revenue category in China and expected to grow in relevance in India, Indonesia, Japan and Thailand as well.
AI-enabled tools are being deployed across content development, localization, post-production, and marketing to reduce unit costs and shorten production schedules. MPA notes that this dynamic will strengthen economies of scale and favor platforms with large libraries and diverse monetization strategies.
“Value is decisively shifting towards streaming, social platforms and CTV-driven monetization,” said Vivek Koot, CEO and executive director of Media Partners Asia. “While markets with scale, pricing power, and strong local content ecosystems continue to outperform, the traditional TV economy faces a long-term structural decline. What will separate the winners in this cycle is not just volume, but the ability to monetize premium experiences, supported by sports, high-quality local programming, emerging formats such as microdramas, and increasingly AI-powered efficiencies across the content value chain.”
