Streaming Takes the Throne: Asia-Pacific Content Spend Hits $16 Billion Mark

The Streaming Revolution: Asia-Pacific Content Spend Hits $16 Billion as Pay-TV Loses Its Grip In a seismic shift for the region's video industry, streaming platforms are poised to overtake traditional pay-TV as the largest source of content investment in Asia-Pacific this year. According to Media Partners Asia's latest report, "Asia Video Content Dynamics 2025," the total content spend will reach $16 billion, with streaming emerging as the single largest vertical with a projected $5 billion in spend. This milestone marks a historic first for the region, signaling a profound change in consumer behavior and preferences. As consumers increasingly turn to streaming services like Netflix, Disney+, and Amazon Prime Video, traditional pay-TV is struggling to keep up. "The writing was on the wall," says Anand Suria, Managing Director of Media Partners Asia. "Streaming has become the preferred choice for audiences, offering greater flexibility, convenience, and access to a vast library of content." For industry insiders, this shift is both exciting and daunting. "It's a double-edged sword," notes Rohan Mehta, CEO of Indian streaming platform Eros Now. "On one hand, we're seeing unprecedented growth in demand for original content. On the other hand, the competition is fierce, and we need to constantly innovate to stay ahead." The Asia Video Content Dynamics 2025 report provides a detailed snapshot of the region's video industry, tracking content investment, consumption, and production across seven key markets: India, Indonesia, Korea, Malaysia, the Philippines, Thailand, and Vietnam. The study reveals that while TV outlays are weakening due to advertising softness, streaming is emerging as the clear winner. One of the driving forces behind this shift is the rise of Indian streaming platforms like Hotstar and Zee5, which have been instrumental in popularizing original content in the region. "Indian audiences are hungry for high-quality content that reflects their diverse tastes and preferences," says Mehta. "We're seeing a surge in demand for regional languages, genres, and themes, which is driving our content strategy." The cultural impact of this shift cannot be overstated. As streaming platforms become increasingly popular, they are not only changing the way we consume content but also influencing the types of stories that get told. "Streaming has democratized access to global audiences," notes Suria. "It's no longer just about catering to local tastes; it's about creating content that resonates with a broader international audience." For creators and producers, this shift presents both opportunities and challenges. "The key is to adapt quickly to changing consumer behavior and preferences," says Rohan Sippy, Indian filmmaker and producer. "We need to be more agile in our storytelling, experimenting with new formats, genres, and themes that appeal to a global audience." As the Asia-Pacific region continues to lead the charge in streaming adoption, one thing is clear: the future of content consumption has never looked brighter – or more complex. With $16 billion at stake, the stakes are high, but the rewards are greater. As we navigate this new landscape, one thing is certain: the story of Asia's streaming revolution is only just beginning. By the numbers Total content spend in Asia-Pacific to reach $16 billion Streaming platforms projected to overtake pay-TV as largest source of content investment $5 billion in spend on streaming platforms 2% decline in TV outlays due to advertising softness Related stories "James McAvoy on the Pills, Thrills and Bellyaches Behind Directorial Debut 'California Schemin': 'One of the Most Stressful Things I've Ever Done'" "How Mihai Mincan's Daughter Inspired His Venice Film 'Milk Teeth,' a Personal Tale of Childhood Under Ceausescu" "Disney's Tempest Directors Navigate International Waters With Korean Spy Thriller: Filled With Obstacles and Intricacies" *Based on reporting by Variety.*