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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.

Brazil, Mexico, and Argentina will each secure a spot in this year’s top 10 list, on par with the likes of Singapore and Malaysia. However, 2023’s regional growth rate of 3.4% will be far more subdued than in years past as viewership matures and begins to reach peak penetration among internet users. Mobile will accelerate growth, but connected TV (CTV) is digital video’s next frontier.

Growth of total media ad spend in Southeast Asia will remain elevated from its pre-pandemic levels, but digital ad spending will finally say farewell to double-digit growth this year. Meanwhile, India will top the worldwide ranking in both total media and digital ad spending growth.

Total and digital ad spending growth in Southeast Asia will be healthy in 2023, but the region’s ad market remains small when compared with global peers. Its potential, however, is enormous.

And then Malaysia has the northeastern bit, which is where I lived. Rob Rubin:. All right. Well, that's-. Tiffani Montez:. Wow. I thought you were going to say Vegas. I was kind of hoping you were going to say Vegas is the weirdest-. Rob Rubin:. The weirdest place. Tiffani Montez:. ... or scariest or whatever our theme is, place. Rob Rubin:. Yeah. Tiffani Montez:. But I guess he beat that. Rob Rubin:.

So China, India, Malaysia, Thailand, Philippines, South Korea, down noticeably like five to 10 points. I was not expecting that. And it does suggest there's something in the usability that isn't yet flying in that region. Maybe it's to do with the number of languages there and the power of the recognition. But it's faltering in large parts of APAC in a way I wouldn't have expected it to. Bill Fisher:.