Asia Pacific's screen entertainment economy will reach $200 billion by 2031, up from $179 billion in 2024, but the region's growth trajectory hinges on a major shift in how content gets monetized. Vivek Couto, CEO of Media Partners Asia, flagged this at APOS (Asia Pacific Online Summit), arguing that traditional revenue engines like advertising and subscription services will no longer drive the bulk of future gains.
Instead, retail media and commerce integration represent the monetization frontier. This reflects a broader industry pivot toward e-commerce tie-ins and shoppable content experiences, where streaming platforms and content creators monetize through direct retail partnerships rather than relying solely on ad inventory or monthly subscription fees. The shift acknowledges APAC's explosive growth in digital commerce and livestream shopping, particularly in markets like China, India, and Southeast Asia where social commerce dominates consumer behavior.
The $200 billion figure underscores APAC's status as the world's fastest-growing screen market. Studios, streamers, and broadcasters are racing to capitalize on rising middle-class consumption across the region, but the traditional Western model of subscription-driven streaming profitability is proving inadequate. Platforms like Netflix, Disney Plus, and Amazon Prime Video face intense local competition and price sensitivity in emerging markets.
Retail media opens new revenue pathways. A streaming platform could embed shoppable product placements, livestream shopping events, or direct-to-consumer transactions within content experiences. This approach also aligns with how Gen Z and younger millennial audiences in APAC already consume entertainment, particularly through TikTok Shop, YouTube Shopping, and WeChat's ecosystem.
The warning from Couto suggests that traditional media executives banking on ad-supported or premium subscription models alone risk leaving money on the table. APAC's screen economy demands hybrid monetization strategies that fuse entertainment, commerce