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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.

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.

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.

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.

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.