Vietnam Sports Broadcasting Media Market Outlook to 2030

Vietnam Sports Broadcasting Media Market Overview

• The Vietnam sports broadcasting media market is valued at USD 7.6 billion, driven primarily by the rapid growth in digital media consumption and increasing internet penetration. The country has seen a steady rise in the number of consumers accessing sports content through OTT platforms, fueled by the growing popularity of local sports and e-sports. Additionally, advancements in mobile technology have made it easier for people to stream live events on smartphones and tablets, further accelerating market growth. The governments focus on digital infrastructure and technological upgrades has played a key role in this expansion.
• Hanoi and Ho Chi Minh City are the dominant cities in the Vietnam sports broadcasting media market, primarily because of their well-established infrastructure, high levels of internet penetration, and affluent sports fan base. These cities are also home to many media companies and telecom providers, facilitating the rapid adoption of OTT platforms and digital broadcasting. Furthermore, the population density in these areas results in higher viewership numbers for live sports events, making them the key revenue generators in the market.
• The Vietnamese government has been promoting digital transformation across industries, including broadcasting. By 2024, policies aimed at enhancing digital content production and consumption are expected to impact traditional sports media. Regulatory frameworks encourage broadcasters to adapt to digital platforms and increase online viewership. Traditional media faces challenges as more viewers transition to digital, but the governments initiative is providing support to broadcasters adopting digital-first strategies.

Vietnam Sports Broadcasting Media Market Segmentation

• By Sports Type: The market is segmented by sports type into football (soccer), basketball, volleyball, e-sports, and martial arts. Recently, football has held a dominant market share under this segmentation due to the immense popularity of the sport in Vietnam. Major leagues and international tournaments draw massive audiences, making football a top revenue driver. The presence of local football leagues and national team matches has further reinforced the demand for broadcasting rights, pushing this sub-segment to the forefront. Collaborations between broadcasters and telecom companies have also fueled live streaming and OTT platform growth, specifically for football content.
• By Broadcasting Medium: The market is divided into television broadcasting, digital/OTT streaming, and radio broadcasting. Digital/OTT streaming dominates this market segment as the nation has rapidly embraced internet-based services. Increasing smartphone adoption and advancements in 4G and 5G networks have contributed to the rise of OTT platforms. Sports fans in Vietnam are shifting from traditional television to digital platforms due to convenience and flexibility in content access. Moreover, exclusive rights deals with platforms like FPT Play and K+ for major sports events are drawing more viewers to OTT, establishing it as the leading broadcasting medium.

Vietnam Sports Broadcasting Media Market Competitive Landscape

The Vietnam sports broadcasting media market is dominated by a few major players who have secured broadcasting rights to local and international sports events. These companies collaborate with telecom operators and tech platforms to expand their reach through both traditional and digital mediums. The competition is intensified by new entrants from international streaming services, leading to content bidding wars for exclusive sports events. Established local companies like VTVcab and FPT Play maintain their dominance by leveraging strong distribution networks and offering content on multiple platforms, including mobile applications and web-based services.

Vietnam Sports Broadcasting Media Industry Analysis

Growth Drivers

• Increase in Digital Penetration (Internet Penetration, Smartphone Adoption) Vietnam's digital penetration has surged, driven by the rapid adoption of smartphones and expanding internet access. By 2023, the country reached an internet penetration rate of 78.9%, with over 77 million users. Smartphone adoption is widespread, with more than 72 million smartphone users, accounting for 72% of the population. These trends are heavily influencing the sports broadcasting sector, as more consumers opt for digital platforms to consume sports content, particularly on mobile devices, fostering the growth of on-demand sports streaming.
• Rise of E-Sports Viewership (Total E-Sports Viewership, Sponsorship Revenue Growth) The rise of e-sports viewership in Vietnam has driven substantial growth in sports broadcasting. As of 2024, the total e-sports audience has reached 11.3 million viewers, spurred by popular tournaments and increased accessibility through digital platforms. Sponsorship revenues have been on the rise as well, with the Vietnamese e-sports market experiencing a boost, particularly from international gaming events. The audience expansion has led to greater broadcasting rights and advertising deals. This is contributing to both the sports media and digital sectors.
• Shift to OTT Platforms (OTT Penetration, Viewership Hours) OTT (over-the-top) platforms are revolutionizing how Vietnamese viewers access sports content. As of 2023, OTT platforms reached over 65% of internet users, with viewership hours on platforms like FPT Play and VTVcab Online growing by over 30% annually. With increased internet penetration and demand for flexible, on-demand content, sports broadcasting is gradually moving away from traditional TV. Consumers in urban and rural areas alike are flocking to these platforms, supported by affordable mobile data plans and improved streaming quality.

Market Challenges

• High Content Acquisition Costs (License Fees) A challenge for sports broadcasters in Vietnam is the rising cost of acquiring broadcasting rights for international and local sports events. Content acquisition, especially for popular leagues like the English Premier League, has grown increasingly expensive. In 2023, broadcasters reportedly paid an estimated $45 million for exclusive rights to the Premier League, creating financial pressure on local broadcasters to secure similar deals. This increase in costs limits the ability of smaller broadcasters to compete, potentially concentrating the market in the hands of major players.
• Piracy (Pirated Streaming Instances, Revenue Loss) Piracy remains a critical challenge in Vietnam's sports broadcasting industry. Despite efforts to curb illegal streaming, an estimated 26% of sports viewers still accessed pirated streams in 2023, causing an estimated $110 million in revenue losses for broadcasters and rights holders. This widespread piracy impacts profitability and discourages investments in premium content, as viewers continue to bypass paid services. The government has taken measures, but the effectiveness of enforcement remains a concern for the industry.

Vietnam Sports Broadcasting Media Market Future Outlook

Over the next five years, the Vietnam sports broadcasting media market is expected to show growth driven by the continuous advancement of internet infrastructure, particularly the rollout of 5G, and the increasing consumer shift toward OTT platforms. The market will also benefit from the rising popularity of e-sports and the growing interest in international sports leagues. Government initiatives focused on expanding broadband access in rural areas are likely to create new opportunities for content providers, while partnerships between telecom and media companies will continue to strengthen the distribution networks for sports content.

Future Market Opportunities

• Increasing Investment in 5G Infrastructure (5G Rollout, Projected Mobile Video Consumption) Vietnam is rapidly advancing its 5G infrastructure, with coverage expanding in major urban centers in 2023. By mid-2024, the government aims for 5G availability to cover over 50% of the population, with mobile video consumption expected to increase by 38% in the same period. This offers a massive opportunity for sports broadcasters to deliver high-quality, low-latency sports streams, particularly to mobile devices, enhancing viewership experiences and engagement in live sports events.
• Partnerships Between Telecom and Media Companies (Media-Telco Partnerships, Growth in Subscription Revenue) Collaborations between telecom and media companies are on the rise in Vietnam. Partnerships like that between VTVcab and Viettel have led to integrated subscription packages, combining broadband and sports content for consumers. This strategy resulted in a 25% increase in subscription revenues for media platforms in 2023. These alliances provide better reach and service bundles, enabling broadcasters to tap into a broader audience base while optimizing infrastructure for content delivery.