Subscription streaming has reached mainstream status globally. Growth now hinges on harder-to-reach, price-sensitive markets where uncertain demand and uneven access create new hurdles—and fresh opportunities—for platforms chasing their next wave of viewers.

Nearly five years since hundreds of Chinese apps were banned from India’s app stores, some can be found in the country’s Apple Store and Google Play once again. Will this open the door for other previously banned Chinese apps?

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.

The way consumers in China are shopping for luxury goods is changing amid the pandemic, with more purchases happening locally because of shelter-in-place protocols and travel restrictions.

With citywide lockdowns and ongoing social distancing measures in place, people throughout the Asia-Pacific region are spending more time at home consuming all forms of media—especially digital video.

As internet users in China become highly fluent in short-form content creation, "vlogging"—which has not been as popular in the country like it is in the US—seems like a logical next step. And indeed, new research shows that vlogs (video blogs) are on the rise in China. Video platforms like the Tencent- and Alibaba-backed Bilibili are now capitalizing on this type of creator-driven content.

Consumption of digital video is booming. The number of new formats and innovative content has flourished. And traditional broadcasters are experimenting with digital channels to keep pace with the changing user behavior.

Adults in China spend more time on digital than they do with any other media. Moreover, time spent on digital will continue to grow at a rapid pace, encroaching on time spent with traditional media.

Despite a faltering economy and subdued growth across traditional media, total media ad spend in China will maintain strong growth on the back of increases in digital and mobile, where the top digital publishers will maintain their dominance.

State media network China Central Television (CCTV) is the main purveyor of sports programming in China, but OTT players, including Alibaba, Tencent and Baidu, have disrupted the ecosystem by securing streaming rights to major sports properties.

Asia-Pacific is home to some of the fastest-growing markets in the world for subscription OTT video users. Viewership is forecast to increase 35.2% to 331.5 million in 2018.

Tencent Video is the leader in China’s subscription over-the-top (OTT) video market, and eMarketer expects the company will maintain its edge over rivals iQiyi and Youku over the coming years.