The Asia-Pacific region is undergoing a significant transformation of its media market. According to an analysis presented by Vivek Couto of Media Partners Asia at the APOS conference, the region will have 5.2 billion screens by 2031. The key to success in this highly competitive environment is no longer merely increasing reach, but the ability to link content viewing directly with purchasing transactions.
The screen economy in the region is showing stable growth. While four years ago it was valued at $142 billion, this year it has climbed to $179 billion and is expected to exceed the $200 billion mark by 2031. However, this increase is driven exclusively by digital services. Online video surpassed traditional TV broadcasting in 2025, with the latter set to shrink by approximately $21 billion over the coming decade.
The Gap Between Reach and Revenue is Widening
While the Asia-Pacific region accounts for 55% of the world's screens, it currently generates only a quarter of global sector revenues. There is a vast disparity in monetization compared to Western markets.
“This gap is the biggest source of latent value in global media. It’s no longer about increasing reach, but about converting it into revenue,” said Vivek Couto.
While the average screen in the US earns almost $900, in Asia it's only a fraction of that amount. The main drivers of change are the markets in China, Japan, and India, where the number of households with connected TV (CTV) is rapidly increasing. Their number outside China is expected to triple to 250 million within ten years.
Decline of Linear Broadcasting and Rise of Micro-dramas
According to analysts, traditional pay-TV is in a managed decline, primarily sustained by sports broadcasts. Streaming services (SVOD) are taking over, with five times more subscribers expected in 2031 than cable or satellite platforms. A specific regional trend is micro-dramas – short-form scripted content that requires extremely fast return on investment.
Digital advertising accounts for three-quarters of advertising spending in the region.
Retail media, linking advertising directly to purchases, is becoming a focal point.
In China, 40 to 50% of the most successful micro-dramas are already generated using artificial intelligence.
The creator economy (influencers) in India is struggling with the problem of “audience without revenue,” which cannot be fully monetized.
The future of the industry lies in closing the transactional loop. Platforms that can most effectively connect viewer attention with an immediate purchase opportunity will dominate the market. Artificial intelligence is becoming a standard tool that helps dramatically reduce production costs and optimize marketing strategies.