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Media Partners Asia presented its annual Asia Video Content Dynamics 2026 report. The study analyzes video markets in seven Asian countries. Analysts examined the market in India, Indonesia, South Korea, Malaysia, the Philippines, Thailand, and Vietnam. Total spending on video content in these nations will reach 15.1 billion dollars in 2026. Viewership stays high. Yet traditional media firms struggle to turn high popularity into strong financial profits.
Breakdown of financial spending and top video markets in Asia
| Market area | Value or share | Description of phenomenon |
|---|---|---|
| Total 2026 budget | 15.1 billion USD | Video spending in seven countries |
| South Korea and India | 80% share | Two largest investment markets |
| Traditional television | 60% of spending | Dominant yet falling share |
| Streaming and online video | 30% of spending | Main growth driver of the industry |
| Cinemas and local films | 10% of spending | Fast growing revenue sector |
In the Asia Video Content Dynamics 2026 report, analysts from Media Partners Asia estimate that total video spending across seven countries will rise to 15.4 billion dollars by 2031. South Korea spent 6.9 billion dollars on content in 2025. India spent 5.0 billion dollars.
Television still takes the largest share of budgets. However, investors move new capital into streaming services and film production. In India, streaming surpassed television in investment for the first time, taking a 46 percent market share.
Sports broadcasts and local films drive streaming growth
Analyst Myat Pan Phyu notes in the Asia Video Content Dynamics 2026 report that Asian audiences do not leave screens. Instead, they choose new distribution channels. Paid streaming expands fast across the region due to exclusive rights to sports events.
The Indian service JioHotstar draws over 180 million paying subscribers, capturing a 58 percent share of video on demand viewership. Cricket broadcasts of the IPL league boosted platform reach on smart TVs by 26 percent.
Examples of major sports and cinema successes in the Asian video sector.
- Korean platform TVING grew its subscriber base from 3 to 6.5 million through exclusive baseball rights.
- Indonesian service Vidio gathered 6 million paid users and achieved positive EBITDA by late 2025.
- The cinema market in Vietnam grew by 20 percent to 213 million dollars, with local films taking 69 percent of ticket sales.
- Indonesian box offices generated 325 million dollars, where local movies reached a 60 percent sales share.
Sports coverage and local cinema stories draw millions of viewers in Jakarta, Hanoi, and Mumbai. India set a record in cinema ticket revenues, reaching 1.41 billion dollars. Fans in Indonesia buy packages combining local soccer and the English Premier League. Meanwhile, Vietnamese viewers increased video on demand viewership by 22 percent during the soccer World Cup.
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Restructuring and new technology will define market winners
Vice president of Media Partners Asia Stephen Laslocky notes in the Asia Video Content Dynamics 2026 report that firms must restructure costs and use artificial intelligence. Traditional television loses ad revenues, which shows clearly in Thailand, where TV ad spending fell by 18 percent. Content creators shift away from mass production toward carefully chosen high yield projects. Korean dramas struggle with high costs and low margins of 5 to 10 percent.
Media Partners Asia experts in the Asia Video Content Dynamics 2026 report point to the growing role of consolidation and partnership among media giants. In South Korea, the merger of TVING and Wavve aims to create a strong rival to global streaming services. The reorganization of CJ ENM into four specialized business units will allow better use of capital. Proper management and business cooperation will decide which firms hold their edge in a competitive market.
Source: https://avia.org/
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