Digitaltveurope.com

Asia Pacific will overtake North America as the leading region for advertising-supported video-on-demand (AVOD) content by 2021, according to new research.

The Digital TV Research report claims that Asia Pacific and North America will account for 77% of global ad spend attributed to over-the-top TV and movies by 2022, with Western Europe accounting for another 16%.

While the US is expected to remain the largest AVOD country, by 2022 China will have “considerably closed the gap”, according to the research.

In 2022 the top five AVOD countries by expenditure are expected to be the US at US$9.96 billion, China at US$7.27 billion, the UK at US$1.69 billion, Japan at US$1.52 billion and India at US$883 million.

Globally, across 138 countries, AVOD expenditure is expected to double between 2017 and 2022 to reach some US$29 billion, with the market bolstered in recent years by the growth in mobile advertising.