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APAC’s CTV Ad Boom: Spend To Nearly Double To $20.6 Billion By 2031
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Storyboard•25-09-2026, 17:11
CTV Advertising in APAC to Nearly Double to $20.6 Billion by 2031
  • •Connected TV (CTV) advertising spend in Asia Pacific is projected to nearly double from $10.6 billion to $20.6 billion by 2031, according to Media Partners Asia (MPA).
  • •The growth is driven by a shift towards streaming and connected screens, with online video advertising expected to reach $70.7 billion by 2031.
  • •Premium advertising-supported video-on-demand (AVOD) is the fastest-scaling segment, forecast to increase from $15.3 billion in 2026 to $22.6 billion by 2031.
  • •While Australia leads in CTV adoption, accounting for 32% of total video advertising, markets like Japan show less than 10% due to varying connected-screen adoption.
  • •The expansion of ad-supported tiers on streaming platforms and broadcaster-backed services like TVer and JioHotstar are providing premium inventory, while linear TV advertising faces declines in several APAC markets.
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Key Questions Answered

Connected TV advertising across Asia Pacific is projected to nearly double, rising from $10.6 billion to $20.6 billion by 2031 across the 10 markets tracked by Media Partners Asia.

Australia is the most advanced market among those tracked, with connected TV accounting for 32% of total video advertising, including linear and online video.

Premium advertising-supported video-on-demand (AVOD) is emerging as the fastest-scaling segment, with premium AVOD advertising forecast to increase from $15.3 billion in 2026 to $22.6 billion by 2031.

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