The Asia Pacific region will have 157.78 million SVOD [subscription video on demand] subscribers by 2021, up from 41.68 million in 2015 and 76.12 million expected by end-2016. The total will be nudging 100 million by end-2017, according to the Asia Pacific SVOD Forecasts report.
Rapid smartphone subscription growth means that China will command 47 percent of the 2021 total SVOD subscribers – up from 38 percent in 2015. From the 82 million additions between 2016 and 2021, China will supply 34 million, Japan 9 million and India 15 million.
By 2021, 17.5 percent of the region’s TV households [across 17 countries] will subscribe to an SVOD platform, up from only 5.1 percent by end-2015 and 9.1 percent expected by end-2016. Penetration rates in 2021 will vary from 53.5 percent in Australia (with four countries above 50 percent) to 8.0 percent in Pakistan.
Simon Murray, Principal Analyst at Digital TV Research, said: “Although Netflix, Amazon, Iflix, HOOQ and Viu will enjoy rapid growth, they will collectively only account for 16 percent of the region’s SVOD subscribers by 2021.”
He continued: “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.” - Digital TV Research