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Pay TV and OTT video in emerging Asia–Pacific: trends and forecasts 2020–2025

08 March 2021 | Research

Martin Scott Alex Boisot Qingyi Liang

Forecast report | PPTX and PDF (17 slides); Excel | Video, Gaming and Entertainment

"China accounted for 74% of the total TV and video retail revenue in EMAP in 2020; this will grow to 77% by 2025."


The revenue generated by the traditional pay-TV market in emerging Asia–Pacific (EMAP) will peak at USD29.5 billion in 2022, and will then gradually decline for the rest of the decade. This forecast report analyses the relative strengths of IPTV, cable, satellite and OTT video 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, the number of 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 (DTH) 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 eight 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 (additional in-depth coverage is provided for those in bold)

  • China
  • India
  • Indonesia
  • Malaysia
  • Myanmar 
  • 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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