Asia-Pacific’s screen economy is on track to expand steadily through the end of the decade, but nearly all of that growth will be driven by streaming, creator-led video and connected TV as traditional television continues to contract, according to new forecasts from regional consultancy Media Partners Asia.
Released Tuesday, MPA’s annual Asia-Pacific Video & Broadband report forecasts total screen revenues across the region rising from about $171 billion in 2025 to roughly $196 billion by 2030, with online video accounting for the entirety of net gains over the period. Premium video on demand — spanning subscription platforms and branded ad-supported services — is expected to add approximately $12.5 billion to reach $52 billion by 2030, while user-generated and social video revenues are projected to expand by $11.4 billion to $44.5 billion. Traditional television, meanwhile, is forecast to decline by a cumulative $8 billion as linear advertising and pay-TV subscriptions continue to erode.
The report says the shift reflects a fundamental reordering of where value accrues in the region’s screen economy.
“Value is shifting decisively toward streaming, social platforms and CTV-led monetization,” said Vivek Couto, CEO and executive director of Media Partners Asia, noting that markets with scale, pricing power and strong local content ecosystems are poised to outperform. Traditional television economics, he added, face “long-term structural erosion.” What will differentiate winners, Couto said, is not sheer volume but the ability “to monetize premium experiences, anchored by sports, high-quality local programming, emerging formats such as micro-dramas, and increasingly by AI-enabled efficiency across the content value chain.”
Japan and India are identified as the two biggest contributors to incremental video and streaming growth outside China, though for different reasons. In Japan, gains are led by higher-priced tiers, premium local content, sports-driven differentiation and more advanced AVOD adoption. India’s expansion remains primarily volume-led but is increasingly supported by monetization upgrades, broader advertising-supported offerings, ARPU improvements after 2026 and rapid adoption of connected TV.
CTV itself has emerged as a structural driver. MPA estimates there are now close to 160 million CTV households across Asia-Pacific excluding China, with nearly 100 million more expected by 2030 — with the largest bases in Japan, India, South Korea, Indonesia, Thailand, the Philippines and Australia. The migration to big-screen streaming is significantly improving engagement, pricing leverage and ad yields, the consultancy says.
User-generated and social video platforms remain the biggest beneficiaries of online video advertising growth. Outside China, YouTube, Meta and ByteDance’s TikTok capture most of the incremental spend, while inside China the market is led by Douyin, Kuaishou and Tencent. Short-form platforms are also evolving toward episodic viewing, with micro-dramas becoming a measurable revenue category in China and expected to gain traction in markets such as India, Indonesia, Japan and Thailand over the coming half-decade.
As household penetration matures in developed markets like Australia, Japan and South Korea, premium streaming growth is increasingly ARPU-driven. Platforms are lifting prices, introducing higher-tier products and bundling premium sports and local content. Premium AVOD revenue is projected to rise from $8 billion in 2025 to more than $12 billion by 2030, led by India, Japan and Australia, followed by South Korea and Indonesia.
MPA also highlights the accelerating deployment of AI tools across development, localization, postproduction and marketing — efficiencies that are reducing unit costs and speeding production timelines. The trend, the study says, is likely to reinforce the advantages of platforms with scale, deep libraries and diversified monetization.
Overall, Asia-Pacific screen revenues are projected to grow at a 2.8 percent CAGR from 2025–30, with online video rising at a 7 percent CAGR and the top 15 online video platforms commanding 58 percent of total online video revenues in 2025, underscoring rising concentration led by YouTube, Douyin/TikTok and Netflix, alongside strong national champions like JioHotstar in India and U-Next in Japan.
