Asia-Pacific is home to one of the most competitive subscription over-the-top (OTT) video markets in the world. The region has the highest growth potential for subscribers and video services are building libraries of content to drive interest. OTT investment into Asia-Pacific will spur the fastest subscriber growth rate worldwide in 2018, rising 35.2% to 331.5 million.
China is one of the most contested markets in the region due to its large number of video viewers. Nearly 229 million people in the country will use a subscription OTT video service this year, and Baidu’s iQiyi, Tencent Video and Alibaba’s Youku will each hold a roughly 60% share of subscription OTT video service users.
Given that each service is similarly priced, content is the differentiator. Much like the approach Netflix has taken, the platforms recognize original programming is a key driver of viewership and have invested in licensed content, original shows and rights to sporting events. During 2017, each company recorded upward of $500 million in losses, driven by spending on content and marketing.