Asian markets to spend $15 billion on content, driven by streaming and film

Streaming services and locally produced films are set to push content spend in seven major Asian markets past the $15 billion mark this year, Media Partners Asia (MPA) reported. The study shows total investment rising from $14.8 billion in 2025 to $15.1 billion in 2024 and projected to reach $15.4 billion by 2031. The surge is driven by a blend of global streaming giants expanding their Asian footprints and a wave of domestic film production backed by government incentives.

The growth matters because Asia now accounts for more than half of global video consumption, and its audiences are increasingly demanding high‑quality, locally relevant content. Mobile internet penetration has topped 70 percent in many of the region’s largest economies, while rising disposable incomes have turned streaming subscriptions into a mainstream habit. At the same time, several countries have introduced quotas and tax breaks to nurture home‑grown storytelling, prompting studios to invest more in regional talent and stories that resonate with local viewers.

MPA’s figures break down the market share across formats. Television still commands roughly 45 percent of the spend, but streaming has climbed to about 35 percent, up from just 20 percent a decade ago. Local film now accounts for the remaining 20 percent, reflecting a surge in production budgets in China, India, Japan, South Korea, Indonesia, Thailand and the Philippines. Global platforms such as Netflix, Disney+ and Amazon Prime are pouring billions into original series and co‑productions, while regional players like iQIYI, Viu and Hotstar are scaling up their own libraries to compete for viewers’ attention.

The upward trend signals a more competitive environment for creators and advertisers alike. Industry analysts expect the higher spend to translate into more jobs for writers, directors and technicians across the region, while also tightening the race for limited talent. Regulators may tighten content oversight as the market expands, and advertisers will likely shift more budget toward digital video to reach the growing subscriber base. Investors are watching the numbers closely, seeing the $15 billion threshold as a benchmark of Asia’s maturation into a world‑leading hub for video entertainment.