Streaming from Asia-Pacific issues Pay TV for the first time

Streaming platforms will overtake traditional pay TV as the largest source of content investments in Asia-Pacific in 2025, which marks a historic first for the video industry of the region, according to the newly released Asia Video Content Dynamics 2025 report of the region.

The study, which follows content investments, consumption and production in India, Indonesia, Korea, Malaysia, the Philippines, Thailand and Vietnam, predicts that the total content of the content this year will slide 2% to $ 15.8 billion. While TV spending weakens in the midst of advertisement, streaming will arise as the largest vertical vertical with a projected $ 5 billion in expenditures, with payment TV for the first time catching up.

In 2024, the investments in video capacity in the seven markets grew by 9% to $ 16.1 billion, powered by sports rights and local programming. Korea remained the largest market at $ 7 billion (+7.1%), followed by India at $ 6.2 billion (+19%). Indonesia increased 7% to $ 855 million, while Malaysia and the Philippines fell by 3-4%. Thailand and Vietnam also registered decreases.

Looking ahead, MPA Projects Content Investment will make inches to $ 16.7 billion in 2029, with India almost closing the gap with Korea. The share of the TV will fall from 59% in 2025 to 51% in 2029, while streaming rises from 31% to 38% and theatrical edges from 10% to 11%.

The most important industrial trends marked in the report include structural advertisements for broadcasters, streaming platforms that scales back valuable originals, while advertisements are supported, and local producers use those skills on TV, film and streaming. Artificial intelligence also occurs as a driver, streamlining production workflows, making data-controlled commissioning and supporting dynamic advertising income.

The report highlights various dynamics on platforms and markets. Traditional TV remains resilient in Thailand and Vietnam, while India continues to exercise massive impact through regional language programming. Korea and the Philippines are confronted with erosion as target groups shifting to streaming, while the TV sector of Indonesia remains stable thanks to strong performance of RCTI and SCTV. However, TV advertisements have been in all markets in a deep decline.

Streaming consumption increased in 2025. India registered 21.5 billion hours Premium VOD view in Q2, where Jiohotstar recommends a 56% share and Amazon (Prime Video + MX player) with 25%. Korea and Indonesia each registered 1.2 billion hours, followed by the Philippines (0.9 billion), Thailand (0.5 billion over 41 million MAUs) and Malaysia (0.4 billion). Netflix led the viewing in Korea, Indonesia, Malaysia and the Philippines and recorded the 50-80% share, while Truid and Vidio fought tightly in Indonesia. VIU maintained the momentum about Southeast -Asia with a slate of Korean, Chinese and local content. Korean dramas and Hollywood titles were good for more than half of the premium rag, while variety formats have been grip in Korea and India. Sports, led by cricket, continued to anchor engagement in India.

On the theatrical side, the Indian cash register rose to $ 1.4 billion in 2024, powered by South Indian films. Korea fell 17% to $ 808 million, although local films took 61% of the market. Indonesia grew modes to $ 294 million, while the Philippines and Vietnam organized strong rebounds, with local titles that won 41% and almost 50% of the cash register respectively.

“Content investments in Asia Pacific remain resilient, even while platforms and broadcasters confront the rising costs and softer advertisements,” said Stephen Laslocky, VP at MPA. “Sportrechten in India en Korea voeden veel van de groei op de korte termijn, terwijl selectieve weddenschappen op premium drama en lokale verhalen vertellen om betrokkenheid in India, Korea, Indonesië, Indonesië en Thailand te stimuleren. Tegelijkertijd zijn de dynamiek van kijkersdynamiek in de branche en vietnam. De verhalen die resoneren, zich aanpassen aan de advertentie-ondersteunde toekomst en innovaties zoals AI Embrace to make content creation and distribution more efficient.

MediaPartners Asia is an independent research agency focused on entertainment, connectivity and technology in the region.