The screen economy in the Asia-Pacific region is projected to grow significantly, reaching approximately $196 billion by 2030. This growth is primarily driven by streaming services, creator-led video, and connected TV (CTV), as traditional television continues to decline. According to a report released by Media Partners Asia (MPA) on Tuesday, total screen revenues in the region are expected to increase from about $171 billion in 2025 to this new high, with online video accounting for all net gains during this period.
The MPA’s annual Asia-Pacific Video & Broadband report indicates that premium video on demand (PVOD), which includes subscription platforms and branded ad-supported services, will contribute approximately $12.5 billion to reach $52 billion by 2030. Additionally, revenues from user-generated and social video are projected to grow by $11.4 billion, reaching $44.5 billion. In contrast, traditional television is set to see a cumulative decline of $8 billion as linear advertising and pay-TV subscriptions diminish.
Shifting Value in Screen Economy
The report highlights a significant transformation in the screen economy, with value increasingly shifting towards streaming and social platforms. Vivek Couto, CEO and executive director of Media Partners Asia, emphasized that markets with scale, pricing power, and strong local content ecosystems are expected to outperform others. He noted that traditional television economics are experiencing “long-term structural erosion.”
To differentiate successful platforms, Couto pointed out the need to monetize premium experiences, which are anchored by sports, high-quality local programming, and emerging formats such as micro-dramas. These formats are expected to gain traction across various markets over the coming years.
Japan and India are identified as the two largest contributors to incremental video and streaming growth outside of China, albeit for different reasons. In Japan, growth is fueled by premium local content, higher-priced tiers, and a strong focus on sports. In contrast, India’s expansion is largely volume-driven, increasingly supported by improvements in monetization strategies and advertising-supported offerings.
Connected TV’s Impact and Future Growth
Connected TV has emerged as a crucial driver in this evolving landscape. MPA estimates that there are now close to 160 million CTV households across the Asia-Pacific region, excluding China, with nearly 100 million more expected by 2030. The largest bases are found in Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia. The shift towards big-screen streaming is enhancing engagement, pricing leverage, and advertising yields.
User-generated and social video platforms are also poised to benefit significantly from the growth of online video advertising. Outside of China, platforms like YouTube, Meta, and ByteDance’s TikTok capture the majority of incremental advertising spend. Within China, the market is dominated by Douyin, Kuaishou, and Tencent. Furthermore, short-form platforms are evolving towards episodic viewing, with micro-dramas becoming a measurable revenue category.
As household penetration rates mature in developed markets such as Australia, Japan, and South Korea, premium streaming growth is increasingly driven by higher average revenue per user (ARPU). Platforms are raising prices, launching higher-tier products, and bundling premium sports and local content. MPA projects that premium AVOD revenue will rise from $8 billion in 2025 to over $12 billion by 2030, with significant contributions from India, Japan, and Australia.
The report also highlights the growing deployment of artificial intelligence tools across various stages of content development and marketing. These efficiencies are expected to reduce production costs and timelines, further benefiting platforms with extensive libraries and diversified monetization strategies.
Overall, the Asia-Pacific screen economy is anticipated to grow at a 2.8 percent CAGR from 2025-2030, with online video revenues rising at a 7 percent CAGR. The top 15 online video platforms are projected to command 58 percent of total online video revenues by 2025, underscoring a trend towards increasing concentration in the market, led by major players like YouTube, Douyin/TikTok, and Netflix, alongside strong national platforms like JioHotstar in India and U-Next in Japan.