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Pay TV and OTT video in emerging Asia–Pacific: trends and forecasts 2019–2024

04 February 2020 | Research

Martin Scott Alex Boisot Qingyi Liang

Forecast report | PPTX and PDF (16 slides); Excel | Video Strategies

"Retail revenue for traditional pay-TV services will grow by USD2.9 billion in EMAP between 2019 and 2024, compared to USD15.1 billion retail revenue growth for OTT video."

Retail revenue from OTT services in emerging Asia–Pacific (EMAP) will grow more-rapidly than that from traditional pay-TV services in the next 5 years. This forecast report analyses how IPTV and OTT video compare as they compete for consumer spend in the region. It presents the scale of, and differences between, these dynamics in China, India and other countries 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.

Geographical coverage and key metrics

Geographical coverage


Key metrics

Regions modelled:

  • Emerging Asia–Pacific (EMAP)


Countries modelled individually

  • China
  • India
  • Indonesia
  • Malaysia
  • Myanmar (NEW)
  • Thailand
  • Philippines
  • Vietnam


  • 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)

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