According to Digital TV Research, the Asia-Pacific region will have 157.78 million OTT subscription video on demand (SVOD) subscribers by 2021, up from 41.68 million in 2015 and 76.12 million expected by end-2016. The research house expects the total to approach 100 million by end-2017.
Rapid smartphone subscription growth suggests that China will have 47% of the 2021 total SVOD subscribers, up from 38% in 2015. From the 82 million additions expected between 2016 and 2021, China is expected to have 34 million, Japan 9 million and India 15 million.
By 2021, 17.5% of the region's TV households (across 17 countries) are expected to subscribe to an SVOD platform, up from 5.1% by end-2015 and 9.1% expected by end-2016. Penetration rates in 2021 are expected to vary from 53.5% in Australia (with four countries above 50%) to 8.0% in Pakistan.
"Although Netflix, Amazon, Iflix, HOOQ and Viu will enjoy rapid growth, they will collectively only account for 16% of the region's SVOD subscribers by 2021," said Simon Murray, principal analyst at Digital TV Research. "Netflix is forecast to have 7.59 million subscribers in the region by 2021, up from 3.17 million at end-2016. Australia, Japan, Korea and New Zealand will together account for nearly three-quarters of the total. Netflix is considered expensive in most other countries. We do not believe that Netflix will launch as a standalone platform in China."