China will remain the largest market, accounting for 76 per cent of Asia-Pacific online-video revenue by 2021. Japan, Australia, South Korea and India will also be significant, in aggregate accounting for 17 per cent of revenue.
The report, « Asia Pacific Online Video Distribution », covers 14 markets, tracking the growth of advertising and subscription-based online video, as well as mobile and fixed broadband networks.
« The growth of broadband, combined with slow but progressive change in content licensing, is driving demand for online video services, » MPA executive director Vivek Couto said.
« 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 [average revenue per user] in the long term. »
Online video advertising accounted for less than 15 per cent of Asia-Pacific digital ad spend last year. This share will grow to 22 per cent by 2021, MPA predicts. Online video ad sales will reach about $22 billion by 2021 versus $9 billion in 2016, a 19-percent compound annual growth rate (CAGR). China will represent more than 70 per cent 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 this year to 360 million by 2021, with China contributing the majority. SVOD revenue will reach $13 billion by 2021, a 28-per-cent CAGR from $3.7 billion in 2016. China will again contribute the majority, representing more than 80 per cent 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 subscriptions will reach 345 million this year, and grow to 425 million by 2021, the report says. Average broadband household penetration will grow from 35 per cent in 2016 to 41 per cent in 2021. Mobile broadband will reach 79 per cent of the Asia-Pacific population by 2021, versus 46 per cent this year.