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This report examines a number of approaches to the mobile-first Asian OTT video market, analyzes their market positioning – both in terms of their delivery mode and content library – and explores the lessons that can be learned.


  • The dominance of free AVOD services and YouTube in the Asian OTT video market means that there is still advertising revenue to be made through MCN initiatives. But this will continue to represent just a tiny proportion of income generated from traditional TV advertising.
  • Ovum believes that the key to producing a truly attractive SVOD offering in Asian markets is to strike a balance between premium Western-produced content and more localized video. It is not enough to merely offer a library of global content.

Features and Benefits

  • Compare four different approaches to the mobile-first Asian online video market.
  • Learn how broadcasters, telcos, and content owners are approaching the Asian online video market.

Key questions answered

  • What are the contributing factors driving Asian consumers to mobile viewing?
  • What challenges face those looking to monetize the Asian online video market?
  • How have selected players sought to conquer the challenges posed by the Asian online video market?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Asia is a mobile-first OTT video market
  • Asian OTT video markets are currently under-monetized

Market dynamics

  • New players seek to stimulate the Asian online video market

Market outlook

  • Local audiences must be placed at the heart of video services


  • Methodology
  • Further reading
  • Author

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