아시아태평양의 광고용 주문형 비디오 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the Asia-Pacific advertising video-on-demand market size is expected to grow from USD 23.21 billion in 2025 to USD 24.80 billion in 2026 and is forecast to reach USD 42.96 billion by 2031 at 11.61% CAGR over 2026-2031.

This report is Segmented by Content Type (Movies and Films, TV Shows and Episodic Content, and Documentaries), Device Type (Smartphones and Tablets, Smart TVs, and Laptops and Desktops), End-User (Media and Entertainment, Retail and E-Commerce, Education, and More), Ad Format (Pre-Roll, Mid-Roll, and Post-Roll), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Asia-Pacific Advertising Video-on-Demand Market Trends and Insights

Rising Connected TV Ad Spend Migration

Connected television is reshaping the Asia-Pacific advertising video-on-demand market because it combines wider household viewing with higher-value ad placements. Smart TVs provide a more suitable setting for longer creative formats, shared viewing, and premium brand campaigns than many mobile placements. Growing home broadband access and lower smart TV prices are expanding the available connected television audience across India, Australia, Japan, and South Korea. This supports a shift in platform strategy from reach alone toward the quality of attention and the price achieved for each impression. The move is still limited by fragmented measurement across platforms and device makers. A platform that gives advertisers a dependable view of reach and frequency can strengthen its role in the Asia-Pacific advertising video-on-demand (AVOD) market as linear budgets move to streaming.

Mobile-First Streaming and Affordable Data

Mobile access remains the main entry point to the Asia-Pacific advertising video-on-demand market for many households. Telecom operators support this model by bundling data plans with video services, which lowers the practical cost of streaming for prepaid and postpaid customers. These bundles also give platforms a route to large subscriber bases without relying only on direct consumer acquisition. India and Southeast Asia are especially important because low-cost smartphones are often the primary personal screen. The mobile environment also creates large volumes of commerce and viewing signals that can support more relevant advertising when consent is available. Platforms without strong telecom relationships may face weaker distribution and less access to audience intelligence.

Ad-Load Fatigue and Viewer Churn

Ad-load fatigue can limit growth in the Asia-Pacific advertising video-on-demand market when repeated or poorly timed commercials interrupt viewing. The Trade Desk reported in July 2025 that 66% of consumers across 6 Southeast Asian markets tuned out repetitive ads shown on a single channel. Indonesia, the Philippines, and Thailand showed particularly high sensitivity to repeated exposure in that research. The problem is harder to manage when the same household sees a campaign across several services that do not share frequency controls. Platforms can respond through server-side ad insertion, creative rotation, and better relevance rules. Those investments can protect viewing sessions and help preserve the advertising inventory that supports the Asia-Pacific advertising video-on-demand (AVOD) market.

Other drivers and restraints analyzed in the detailed report include:

1. Localized and Multilingual Content Supply
2. FAST and Broadcaster Library Monetization
3. Privacy-Led Targeting Constraints

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

TV shows and episodic content held 36.38% of the Asia-Pacific advertising video-on-demand market in 2025. Serialized drama and reality formats can keep viewers engaged across several episodes and create more advertising opportunities within each session. Their repeatable structure also helps platforms schedule new releases and maintain a predictable content pipeline. Movies and films remain important, particularly in Japan and South Korea, where theatrical catalogs can add library depth without the cost of a fully original slate. Documentary viewing serves more defined interests, including finance, health, business, history, and science. This audience profile can be useful for advertisers seeking more specific contexts than broad entertainment provides.

Documentaries are projected to expand at a 12.18% CAGR through 2031, the highest rate among the listed content formats. The segment can benefit from viewers who select programs for clear informational purposes and may be more receptive to relevant advertising. Micro-dramas are also changing the role of other content categories in the Asia-Pacific advertising video-on-demand market. iQIYI reported in July 2026 that its micro-drama library had surpassed 50,000 titles, while original Chinese animation viewing duration rose 98% year over year. Short episodes fit mobile viewing habits and can support frequent ad opportunities without requiring long viewing sessions. FAST content, including news, sports highlights, and catalog programming, adds another source of programmatic inventory where broadcasters control usable library rights.

Smartphones and tablets accounted for 38.81% of the Asia-Pacific advertising video-on-demand market size in 2025. This position reflects widespread mobile ownership and the role of low-cost Android devices as primary screens in India and Southeast Asia. Mobile plans that include streaming access reduce the steps required for consumers to begin viewing. The device category gives platforms high reach and frequent daily touchpoints. It also provides a practical environment for short-form programming, vertical video, and commerce-linked advertising. Laptops and desktops remain relevant for professional, educational, and longer-form viewing, especially in Japan, South Korea, and Australia.

Smart TVs are projected to expand at an 11.91% CAGR through 2031. The shift toward connected television changes the revenue profile of the Asia-Pacific advertising video-on-demand market because big-screen placements can command stronger prices than standard mobile inventory. Connected television is particularly useful for brand advertising, live events, and long-form programming where viewers are more likely to watch with others. Smart TV viewing does not replace mobile use, since mobile remains important for reach and everyday access. Instead, the devices serve different needs, with mobile supporting scale and smart TVs supporting premium inventory. Platforms that offer consistent ad formats, measurement, and content experiences across both screens can better manage this split.

Complete Report Scope:

• By Content Type
  • Movies and Films
  • TV Shows and Episodic Content
  • Documentaries
  • Other Content Types
• By Device Type
  • Smartphones and Tablets
  • Smart TVs
  • Laptops and Desktops
  • Other Device Types
• By End-User
  • Media and Entertainment
  • Retail and E-Commerce
  • Banking, Financial Services and Insurance
  • Education
  • Information Technology and Telecommunications
  • Healthcare
  • Other End-User Industries
• By Ad Format
  • Pre-Roll
  • Mid-Roll
  • Post-Roll
• By Geography
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Indonesia
  • Rest of Asia-Pacific

List of Companies Covered in this Report:

1. Alphabet Inc.
2. Tencent Holdings Limited
3. JioStar India Private Limited
4. ByteDance Ltd.
5. iQIYI, Inc.
6. Amazon.com, Inc.
7. Netflix, Inc.
8. The Walt Disney Company
9. Sony Corporation
10. PCCW Limited
11. PT Surya Citra Media Tbk
12. NAVER Corporation
13. Kakao Corp.
14. LG Electronics Inc.
15. Samsung Electronics Co., Ltd.
16. Rakuten Group, Inc.
17. Roku, Inc.
18. Paramount Skydance Corporation
19. Fox Corporation
20. Warner Bros. Discovery, Inc.
21. Comcast Corporation
22. Zee Entertainment Enterprises Limited
23. TV Asahi Corporation
24. CyberAgent, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Connected TV Ad Spend Migration
  • 4.2.2 Mobile-First Streaming and Affordable Data
  • 4.2.3 Localized and Multilingual Content Supply
  • 4.2.4 FAST and Broadcaster Library Monetization
  • 4.2.5 Commerce Signal-Led and Shoppable CTV
  • 4.2.6 Micro-Drama and AI-Enabled Content Localization
• 4.3 Market Restraints
  • 4.3.1 Ad-Load Fatigue and Viewer Churn
  • 4.3.2 Privacy-Led Targeting Constraints
  • 4.3.3 Cross-Platform Measurement and Invalid Traffic Leakage
  • 4.3.4 Rights Fragmentation and Local Censorship Friction
• 4.4 Industry Value Chain Analysis
• 4.5 Regulatory Landscape
• 4.6 Technological Outlook
• 4.7 Porter's Five Forces Analysis
  • 4.7.1 Bargaining Power of Suppliers Analysis
  • 4.7.2 Bargaining Power of Buyers Analysis
  • 4.7.3 Threat of New Entrants Analysis
  • 4.7.4 Threat of Substitutes Analysis
  • 4.7.5 Competitive Rivalry Analysis

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Content Type
  • 5.1.1 Movies and Films
  • 5.1.2 TV Shows and Episodic Content
  • 5.1.3 Documentaries
  • 5.1.4 Other Content Types
• 5.2 By Device Type
  • 5.2.1 Smartphones and Tablets
  • 5.2.2 Smart TVs
  • 5.2.3 Laptops and Desktops
  • 5.2.4 Other Device Types
• 5.3 By End-User
  • 5.3.1 Media and Entertainment
  • 5.3.2 Retail and E-Commerce
  • 5.3.3 Banking, Financial Services and Insurance
  • 5.3.4 Education
  • 5.3.5 Information Technology and Telecommunications
  • 5.3.6 Healthcare
  • 5.3.7 Other End-User Industries
• 5.4 By Ad Format
  • 5.4.1 Pre-Roll
  • 5.4.2 Mid-Roll
  • 5.4.3 Post-Roll
• 5.5 By Geography
  • 5.5.1 China
  • 5.5.2 India
  • 5.5.3 Japan
  • 5.5.4 South Korea
  • 5.5.5 Australia
  • 5.5.6 Indonesia
  • 5.5.7 Rest of Asia-Pacific

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Alphabet Inc.
  • 6.4.2 Tencent Holdings Limited
  • 6.4.3 JioStar India Private Limited
  • 6.4.4 ByteDance Ltd.
  • 6.4.5 iQIYI, Inc.
  • 6.4.6 Amazon.com, Inc.
  • 6.4.7 Netflix, Inc.
  • 6.4.8 The Walt Disney Company
  • 6.4.9 Sony Corporation
  • 6.4.10 PCCW Limited
  • 6.4.11 PT Surya Citra Media Tbk
  • 6.4.12 NAVER Corporation
  • 6.4.13 Kakao Corp.
  • 6.4.14 LG Electronics Inc.
  • 6.4.15 Samsung Electronics Co., Ltd.
  • 6.4.16 Rakuten Group, Inc.
  • 6.4.17 Roku, Inc.
  • 6.4.18 Paramount Skydance Corporation
  • 6.4.19 Fox Corporation
  • 6.4.20 Warner Bros. Discovery, Inc.
  • 6.4.21 Comcast Corporation
  • 6.4.22 Zee Entertainment Enterprises Limited
  • 6.4.23 TV Asahi Corporation
  • 6.4.24 CyberAgent, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment