Asia-Pacific Streaming Spend to exaggerate the pay tv for the first time

Streaming platforms will overtake the traditional payment TV as the largest source of investment content in Asia-Pacific in 2025. year, which first marked the historical for the region’s video industry, according to the words Media partners AsiaNewOppertension Asia Video Content Dynamics 2025.

The study, which accompanies investment, consumption and production of contents through India, Indonesia, Korea, Malaysia, Philippines, Thailand and Vietnam, forecast that the total content will spend this year this year to 15.8 billion dollars. While the TVs are weakened in the middle of advertising softness, Streaming will appear as the largest vertical with the projected $ 5 billion consumption, overtaking the payment television for the first time.

In 2024. year of investment in video content in seven markets, 9% to $ 16.1 billion, drove sports rights and local programming. Korea remained the largest market to $ 7 billion (+ 7.1%), followed by India to $ 6.2 billion (+ 19%). Indonesia contracted 7% to $ 855 million, while Malaysia and Philippines have been fell 3-4%. Thailand and Vietnam also recorded a decline.

Looking forward, MPA projects Investment content will be sentiments up to $ 16.7 billion to 2029. years, and India almost closed the gap with Korea. The share of triple television will fall from 59% in 2025. to 51% in 2029. years, while streaming is growing with 31% to 38% and theater edges with 10% to 11%.

The key trends of the industry marked in the report include a structural ad for broadcasters, streaming platforms ringing back to the gathering, while adapted to the lawyers and local manufacturers who use skills on TV, film and streaming. Artificial intelligence also appears as a driver, simplifying production flows, allowing commissioning of data and support monetizing dynamic ads.

The report points out varying dynamics through platforms and markets. Traditional TV remains resistant in Thailand and Vietnam, while India still has an impact on the mass market through regional language programming. Korea and Philippines face the erosion of rating as an audience to move on streaming, while Indonesian TV sector remained stable thanks to strong performance than RCTI and SCTV. TV advertising, however, was in steep fall in all markets.

Consumption Streaming increased 2025. Years. India stabbed 21.5 billion hours Premium Vod Watching in K2, with Jiohotstar Commanding 56% of share and Amazon (Prime Video + MKS player) holds 25%. Korea and Indonesia each recorded 1.2 billion hours, followed by Philippines (0.9 billion), Thailand (0.5 billion in 41 million 41 million Mausa) and Malaysia (0.4 billion). Netflix LED looked at Korea, Indonesia, Malaysia and Philippines, catching 50-80% of the share, while Trueidid competed in Thailand and saw it was held strong in Indonesia. VIU maintained momentum through Southeast Asia with a slate of Korean, Chinese and local content. Korean dramas and Hollywood titles consisted more than half of Premium her ankle, while the formats of the variety gained towing in Korea and India. Sport, led cricketHe continued to catch the engagement in India.

At the theater side, India is in the box within $ 1.4 billion in 2024. years, drives south Indian movies. Korea fell 17% to $ 808 million, although local films lasted 61% of the market. Indonesia rose modestly to $ 294 million, while Philippines and Vietnam organized strong jumps, with local titles to capture 41% and almost 50% of the office, respectively.

“Investing content on Asia Pacific remains resistant, even as platforms and broadcasters face growing costs and softer advertising,” Stephen Laslock, VP in MPa. “Sports rights in India and Korea are powered by many recent growth and local narrative, India, Korea, Indonesia and Thailand and further audiences in markets such as Thailand and Vietnam, but it means that in Thailand and Vietnam dominated the younger Demographic. The challenge for industry and prophiness is that streaming and profitability. Investing the future-supported stories and distribution. The winners will be able to catch up, and winners will be able to scale while they could scal during the stay. ”

Media partners Asia is an independent research company focused on entertainment, connectivity and technology throughout the region.