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Asia Pacific online video opportunity forecast at $35 bn by 2021
MUMBAI: Asia Pacific online video revenue is expected to reach $35 billion by 2021, an average annual growth of 22% from $13 billion in 2016, according to a new report published by Media Partners Asia (MPA).
China will remain the largest market, accounting for 76% of Asia Pacific online video revenue by 2021. Japan, Australia, Korea and India will also be significant, in aggregate accounting for 17% of regional online video revenue by 2021.
The report, titled ‘Asia Pacific Online Video Distribution’, covers 14 Asia Pacific markets, tracking the growth of advertising and subscription-based online video, as well as mobile and fixed broadband networks.
Commenting on the report findings, MPA executive director Vivek Couto said, “The growth of broadband, combined with slow but progressive change in content licensing, is driving demand for online video services. However, the distribution of driver local content online remains modest, especially outside of China, India and Korea. This is evident in Southeast Asia, where broadband penetration is growing rapidly but from a low base in most markets Telecom operators in these markets are investing in broadband networks and integrating with subscription-based online video platforms to help drive subscriptions. This allows online video operators to utilise carrier billing, overcoming market limitations in payment infrastructure. It’s a bet to drive online video consumption in the short term and ARPUs in the long term.”
Online video advertising accounted for less than 15% of Asia Pacific digital ad spend in 2015. This share will grow to 22% by 2021. Online video ad sales will reach approximately $22 billion by 2021 versus $9 billion in 2016, a 19% CAGR. China will represent more than 70% of the online video advertising pie by 2021.
In the online subscription video-on-demand (SVOD) segment, MPA expects total paying customers to grow from 177 million by 2016 to 360 million by 2021, with China contributing the majority.
SVOD revenue will reach $13 billion by 2021, a 28% CAGR from $3.7 billion in 2016. China will again contribute the majority, representing more than 80% by 2021. The Southeast Asia SVOD opportunity will grow rapidly but from a low base, representing about $200 million in revenue by 2021.
Asia Pacific fixed broadband subs will reach 345 million in 2016, and grow to 425 million by 2021. Average broadband household penetration will grow from 35% in 2016 to 41% in 2021. Mobile broadband will reach 79% of the Asia Pacific population by 2021, versus 46% in 2016.