India to Lead Asia Streaming Subs as Revenue to Reach $196 Billion
The Asia-Pacific region is poised for significant growth in screen revenue over the next decade, with streaming services, social video platforms, and connected TV leading the way. According to Media Partners Asia’s latest report, total screen revenues are projected to reach $196 billion by 2030, with online video driving all net growth at a 7% compound annual growth rate.
Premium video on demand, including subscription and advertising-supported models, is expected to generate an additional $12.5 billion in revenue by 2030, reaching $52 billion by the end of the decade. Japan, China, and India are predicted to lead this growth, followed by Australia, South Korea, and Indonesia.
India is set to surpass China as the largest market for SVOD subscriptions by 2030, with 358 million individual subscriptions. However, India’s premium VOD revenue is still significantly smaller than China’s and Japan’s due to lower average revenue per user.
User-generated and social video platforms are projected to experience even more significant growth, adding $11.4 billion in revenue to reach $44.5 billion by 2030. This makes creator-led platforms the primary growth engine in the Asia-Pacific screen economy.
Traditional television, on the other hand, is facing an $8 billion revenue decline over the same period, driven by weaknesses in linear advertising and pay-TV subscriptions. China, Japan, and India will account for nearly 70% of this contraction.
Connected TV is emerging as a key growth driver in the region, with close to 160 million CTV households currently and an expected addition of nearly 100 million more by 2030. Countries like Japan, India, South Korea, Indonesia, Thailand, the Philippines, and Australia have the largest installed bases.
Market concentration is increasing among online video platforms, with the top 15 accounting for 58% of total online video revenues in 2025. YouTube, TikTok, and Netflix lead the field, alongside national champions like JioHotstar and U-Next.
Japan and India are expected to be the largest contributors to incremental video and streaming revenue growth outside China. Japan’s growth is driven by higher ARPU, premium content, and sports, while India’s growth is volume-led with increasing monetization upgrades and expanding CTV usage.
Premium AVOD revenues are projected to grow significantly, led by India, Japan, and Australia. Platforms are raising prices, introducing higher-tier products, and bundling premium content to drive growth.
User-generated and social video platforms are benefiting from online video advertising growth, with platforms like YouTube, Meta, and TikTok leading the way. AI-enabled tools are being used to enhance content development, localization, and marketing, reducing costs and accelerating production timelines.
In conclusion, the shift towards streaming, social platforms, and CTV-led monetization is evident in the Asia-Pacific region. Markets with scale, pricing power, and strong local content ecosystems will continue to outperform traditional television. The ability to monetize premium experiences, including sports, high-quality local programming, and AI-enabled efficiency, will differentiate winners in this evolving landscape.
