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The most noteworthy holdouts still favoring traditional ad spending are Japan, Italy, India, and Indonesia. To view the full forecast, click here. China’s embrace of all things digital remains unmatched. Just as China leads the world in ecommerce as a share of overall retail, it also leads in digital advertising as a share of total media advertising.

India, the Philippines, Indonesia, Malaysia, and Thailand are just a few of note. Digital advertisers would do well to pay close attention to these markets.

Indonesia dominates the region’s ad spending as digital surges. It accounts for 29.1% of the total media and 26.2% of total digital ad spending in Southeast Asia. Digital ad spending in Indonesia will increase 12.1% YoY to reach $1.16 billion. What do these forecasts mean for marketers in India and Southeast Asia? India is becoming an exciting growth market.

TikTok is specifically betting on Indonesia, where it has over 277.5 million users and where influencers on its social video platform sell products on livestreamed videos—similar to home shopping channels on cable TV but with a much wider reach.

South Korea held the third-highest penetration of ecommerce in the world up until 2022, when it was surpassed by Indonesia. The US took far longer to reach the milestone in 2019. The pandemic ushered many countries into the 10%+ club— Indonesia was the fastest market to take off. 11 countries shot past the threshold during the pandemic.

Project S, a TikTok initiative to promote and sell products made popular by viral videos, has raised red flags among lawmakers in Indonesia. Lawmakers have expressed concerns that the initiative could decimate local small and medium-sized businesses if ByteDance were to fulfill many of these orders via China-based suppliers.

The news: TikTok, under pressure in many world markets, is gearing up to invest billions of dollars in its home region of Southeast Asia, with a particular emphasis on Indonesia, CEO Shou Zi Chew announced at a recent forum in Jakarta. The investments will focus on training, advertising, and aiding small vendors to join its ecommerce service, TikTok Shop.

Live retail ecommerce sales in the region (including Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) surged from $1 billion before the pandemic in 2019 to $13 billion in 2022, according to research firm Cube Asia.

Methodology: Data is from an Airship survey conducted by Sapio Research as cited in a May 2023 press release. 11,000 respondents ages 18+ were surveyed in Brazil, Canada, France, Germany, Indonesia, Singapore, South Africa, Thailand, the UK, and the US during February 2023. Airship is a provider of mobile engagement solutions.

Versus in Indonesia, is 6.7%. So, because this type of content consumption, which is mainly centering around videos, tend to be more popular for younger generations, so there's this huge kind of adoption in Indonesia, versus in Japan is a lot slower. Carina Perkins:. Yeah. And I think there's something similar going on in the UK.

In 2023, mcommerce will account for 18.2% of retail sales, putting the country on par with mobile-first markets like South Korea and Indonesia, and significantly ahead of the US and the rest of Europe. Mobile is defying the slump in online sales.

Worth noting: In February removed the ability for advertisers to target minors on Facebook and Instagram by gender and other demographics; targeting options were already limited for audiences that included individuals under 18 in most countries, under 20 in Thailand, and under 21 in Indonesia.

India and Indonesia hold promise as they are still in high-growth mode, unlike the UK, which is in an extended slump. That said, the US has become a more reliable growth driver as one of the only mature markets that will see a double-digit increase in ecommerce sales this year. More like this:. Shoppers are cooling on luxury purchases, Saks Fifth Avenue says. 4 steps to a better ecommerce strategy.

We do not yet have podcast metrics for several large countries—such as India and Indonesia—but given the digital usage trends that we do know about, it’s likely that Brazil would still end up as the third- or fourth-largest podcast market in the world even if we had listener data for every country.

Disney+’s partnerships with Hotstar in India and Telkomsel in Indonesia eclipse Netflix’s viewership count. Similarly, HBO Max surpassed Netflix in Eastern Europe because of partnerships with local operators, according to data from S&P Global, and has recently renewed multiyear deals in Asia-Pacific, the Middle East, and Africa.

TikTok entered the music streaming game in Brazil and Indonesia, providing yet another type of media TikTok aims to take over. Music could present an opportunity for TikTok in the US, where digital audio services ad spending will total $6.79 billion this year, according to our forecast. TikTok killed its BeReal clone.

Roughly 80,000 foreign tourists visited Indonesia for the 2018 Asian Games, and they spent upward of $250 million during the two-week festival. That was before the pandemic, but there are signs that China’s tourism industry is on the mend after the country lifted its severe COVID-19 restrictions.

For example, JD.com is shuttering its Indonesia and Thailand retail ecommerce sites as it shifts focus to supply-chain and logistics services.