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The Pay-TV and OTT Video Services in Emerging Asia-Pacific: Trends and Forecasts 2018-2023

  • ID: 4753084
  • Report
  • Region: Asia Pacific
  • 16 pages
  • Analysys Mason Group
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"Retail revenue for traditional pay-TV services will grow by USD6.4 billion between 2018 and 2019, compared to USD13.5 billion retail revenue growth for OTT video."

TV and video retail revenue will grow by USD20 billion in the emerging Asia-Pacific region between 2018 and 2023. This forecast report analyses the relative strength of IPTV and OTT video services as they compete for a share of consumer spending in the region.

This report provides:

  • forecasts for the number of pay-TV households and services, premium OTT video users, their retail revenue (spend) and average spend per user (ASPU)
  • forecasts split by pay-TV platform: cable (analogue and digital), IPTV, pay DTT, satellite and operator OTT; operator OTT and third-party OTT are split by category of OTT video service – linear channels, linear events, TVoD (rental), TVoD (ownership) and SVoD
  • forecasts for seven individual countries and the EMAP region as a whole.

Who Should Read this Report

  • Product and strategy managers within pay-TV providers and operators who require market sizing for business planning purposes, as well as an overview of the key trends that are affecting the market.
  • Business development managers within vendors of video solutions  who need to assess the size of the opportunity for their products or  services.
  • Financial analysts who need to understand the dynamics and the size of the pay-TV market and its interaction with OTT video services.

Key Metrics

  • Pay-TV households and
  • connections
  • OTT video users
  • Retail revenue (spend)
  • ASPU

Pay TV is split by the following access technologies:

  • cable (analogue and digital, CATV)
  • IPTV
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator OTT
  • third-party (non-operator) OTT

OTT video is split as follows:

  • linear - channels (paid-for and free)
  • linear – events
  • TVoD – (rental and ownership)
  • SVoD (paid-for and free)
Note: Product cover images may vary from those shown
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Chapters No.

6. Executive summary
7. TV and video retail revenue will increase by USD20 billion between 2018 and 2023
8. OTT video and IPTV will account for most of the future revenue growth, but satellite will continue to account for revenue growth in some places, mainly India
9. TV and video retail revenue in India and Indonesia will grow more rapidly than China
10. Regional trends
11. Geographical coverage: Traditional pay-TV penetration varies significantly by market; household penetration of premium operator OTT services is low
12. USD6.4 billion retail revenue growth for traditional pay-TV services will be dwarfed by USD13.5 billion growth in OTT video retail revenue
13. OTT video retail revenue will be dominated by SVoD; this is because many linear services are being bundled free of charge, rather than paid for separately
14. Customers will migrate away from cable and satellite and towards IPTV – new growth will also be primarily IP
15. Many consumers will take free OTT video services bundled with their mobile or fixed tariffs; the importance of linear/live content will increase
16. Country-level trends
17. China: The heavily-saturated traditional pay-TV market will migrate rapidly towards IPTV
18. China: Massive OTT video user growth is slowly becoming subscription revenue growth – ‘service stacking’ helps
19. India: Jio’s actions are likely to stimulate IPTV take-up following their cable acquisitions
20. India: Free ‘trials’ that may never be charged for distort the market for OTT video services
21. Indonesia: IPTV will drive future pay-TV subscriber growth but the number of OTT video users will exceed traditional pay-TV subscribers in 2019
22. Indonesia: OTT services are shifting from SVoD to linear channels
23. Malaysia: The market is slow to evolve mainly because of the strength of Astro
24. Malaysia: Free bundling of OTT video services is commonplace – to the extent that even Netflix has adjusted its pricing
25. Forecast methodology and assumptions
26. Our spend forecasts focus on the direct flow of money between consumers and OTT video providers
27. How we classify OTT video services in this forecast
28. Further definitions

List of Figures
Figure 1: Traditional pay-TV and OTT retail revenue and ASPU, emerging Asia– Pacific, 2015–2023
Figure 2: Pay-TV and OTT video retail revenue growth by service type, emerging Asia–Pacific, 2018–2023
Figure 3: Contribution of traditional pay TV and OTT video to total change in retail revenue in emerging Asia–Pacific, 2018–2023
Figure 4: Household penetration of pay TV and the population penetration of operator OTT services by country, emerging Asia–Pacific, 2023
Figure 5: Traditional pay-TV and OTT retail revenue for operators and pay-TV providers, emerging Asia–Pacific, 2015–2023
Figure 6: Pay-TV spend and CAGRs by service type, emerging Asia–Pacific, 2018–2023
Figure 7: Pay-TV connections and CAGRs by service type, emerging Asia– Pacific, 2018–2023
Figure 8: OTT video retail revenue by service type and blended ASPU, emerging Asia–Pacific, 2015–2023
Figure 9: OTT video users and growth rates by service type, emerging Asia– Pacific, 2018–2023
Figure 10: OTT video spend and growth rates by service type, emerging Asia– Pacific, 2018–2023
Figure 11: Pay-TV connections and ASPU by access technology, emerging Asia– Pacific, 2015–2023
Figure 12: OTT video users by business model, EMAP, 2015–2023
Figure 13: Pay-TV connections and OTT video users by access technology,  China, 2015–2023
Figure 14: Retail revenue by OTT video service type, and ASPU, China, 2015– 2023
Figure 15: Number of users by service type, China, 2015–2023
Figure 16: Pay-TV connections and OTT video users by access technology, India,  2015–2023
Figure 17: Retail revenue by OTT video service type, and ASPU, India, 2015– 2023
Figure 18: Number of users by service type, India, 2015–2023
Figure 19: Pay-TV connections and OTT video users by access technology,  Indonesia, 2015–2023
Figure 20: Retail revenue by OTT video service type, and ASPU, Indonesia,  2015–2023
Figure 21: Number of users by service type, Indonesia, 2015–2023
Figure 22: Pay-TV connections and OTT video users by access technology,  Malaysia, 2015–2023
Figure 23: Retail revenue by OTT video service type, and ASPU, Malaysia,  2015–2023
Figure 24: Number of users by service type, Malaysia, 2015–2023
Figure 25: Scope of our spend forecasts

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  • China
  • India
  • Indonesia
  • Malaysia
  • Philippines
  • Thailand
  • Vietnam
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