The total online video market revenues in South-East Asia are set to rise to $4.5bn by the end of 2025 according to Omdia’s latest South-East Asia Online Video Trends report. By 2025 it is forecast that 62% revenues will come from advertising in 2025.
In 2020 the ad-supported segment continued to lead the online video market in South-East Asia with 71% of total revenue contributed by ad-supported online video services. Omdia’s forecasts show that the subscription-based online video market share will increase from 28% to 37% of total online video revenue from 2020 to 2025. Transactional online video is meagre in this region with less than 1% of total market share. In 2020 the total online video market value in key South-East Asia markets, including Indonesia, Malaysia, the Philippines, Singapore, Vietnam, and Thailand, reached $1.8bn.
Advertising Revenues Driven by Duopoly
Facebook and YouTube’s popularity in this region is uniform, and the duopoly will remain the biggest contributors to the advertising online video market for all markets. YouTube’s revenue mainly comes from its in-stream video ad revenue, whereas Facebook’s video advertising revenues is mainly generated from out-stream video format. In this region, Omdia estimates 75% of in-stream video ad revenue comes from mobile and 20% from PC. Though only 5% is from connected TV (CTV), Omdia expects the CTV segment to grow during the forecast period, albeit at a slower pace than in the US and Western Europe markets.
Kia Ling Teoh, Senior Research Analyst at Omdia, comments: “Other players’ shares will expand to squeeze into the duopoly’s share over the forecast period. This trend is bolstered by more direct-to-consumer OTT video service launches in this region, broadcasters’ ongoing efforts to strengthen their position in the premium video ad marketplace and growth of local and regional players as a result of more enhanced partnerships between content and service providers.”
Jun Wen Woo, Senior Research Analyst at Omdia, adds: “The subscription online video market will continue to grow in South-East Asia with pay TV and telco operators adopting the super aggregator model. More players will introduce flexible, modular tariff structures that allow users to personalize and customize their online video entertainment selections. Given the low credit card penetration in the region, offering more local payment options—mobile wallet, scratch card, and local bank transfer—will remain important to increase conversion to paid users.”