Beyond the beam: Satellite evolving to meet growing demands for IP-driven workflow in Asia

By Shaun Lim

Satellite broadcasting may no longer be the runaway growth engine it once was, yet it remains a defining pillar of Asia-Pacific’s media landscape, especially in markets where national reach, universal access, and platform stability still matter.

Even as over-the-top (OTT) penetration accelerates and fibre networks expand, satellite continues to deliver thousands of channels across the region, from dense urban markets to remote geographies that IP has yet to fully reach. 

However, can this balance hold and how can sustainable growth be maintained?

While close to 10,000 TV channels were distributed by satellite in the APAC region in 2024, expect this number to dip to about 9,000 by 2034, predicted Dimitri Buchs, Managing Consultant, Novaspace.

Speaking to APB+, he highlighted, “South Asia, mainly driven by India, has been the only sub-region in APAC with an increase in TV channels distributed by satellite in the past five years, with both pay-direct-to-home (DTH) platforms and free-to-air (FTA) services driving growth.”

Of the 10,000 satellite TV channels currently carried across APAC, half are based in South Asia, which added around 900 satellite TV channels between 2019 and 2024. Driven by growth potential in Pakistan, where regulation remains the main inhibitor to the launch of pay-DTH services, Novaspace expects South Asia to buck the trend of decreasing TV channels in all Asian sub-regions over the next decade.

“In the next 10 years, the decrease in SD channels will not be fully compensated by growth in HD channels in the region. Apart from the expected addition of 2,300 HD channels by 2034, drivers for satellite TV in the region will be limited, with few new pay- or FTA satellite TV services expected to be launched,” Buchs said. 

This mirrors global trends, where the decline in satellite-distributed TV channels is being driven by predictable forces: the shift towards over-the-top (OTT) distribution as linear audiences cut the cord, the end of SD/HD simulcasts, and the migration of cable head-ends to fibre.

At the same time, Novaspace does not expect Ultra HD (UHD) to see mass uptake.

With these developments expected to result in the loss of 16 million pay-DTH subscribers, service revenues are forecast to shrink by nearly US$2 billion between 2024 and 2034. Yet even as traditional satellite channels plateau or decline, its role is not simply diminishing —  it is evolving.

Rather competing directly with streaming or IP-based delivery, satellite is increasingly becoming part of a blended distribution ecosystem, one that works in concert to reach audiences wherever they are, on whatever device they use. 

Beyond pure channel carriage, hybrid delivery models are opening new pathways for content distribution, as Buchs explained, “The hybrid approach supports enhanced streaming services, higher-resolution video, and interactive features.

“This allows media companies to offer personalised, on-demand content and explore innovative advertising models, creating new revenue opportunities for broadcasters and content distributors.”

As hybrid delivery gains traction, the satellite industry is also rethinking the very architecture of space assets themselves. The next phase of evolution is not only about how content is delivered, but what kind of satellites are delivering it and how flexibly they can adapt to shifting demands. 

While software-defined satellites, Very High Throughput Satellites (VHTS), and Non-Geostationary (NGSO) constellations are now predominantly deployed for data services, Geostationary Earth Orbit (GEO) satellites will remain the dominant platform for TV channel delivery in APAC for the foreseeable future, Buchs predicted. 

There are, however, notable exceptions. Software-defined satellites are beginning to find a role in broadcast applications, such as SES’ Astra 1Q, which will be positioned at the key 19.2E video neighbourhood when it launches in 2027. This will follow SES-26, also launching in 2027, which is primarily designed for data services but may also carry video traffic if needed, Busch said.

He added, “For an operator like SES, the advantage of having a flexible satellite at a key video orbital position is that if demand for video services is no longer there in the longer term, the satellite’s flexibility allows the satellite operator to reconfigure and relocate it in orbit.”

While NSGOs satellites are not being used for video distribution, they have grown rapidly in popularity for video contribution and satellite newsgathering (SNG) services in recent years, alongside Starlink, a satellite internet constellation operated by Elon Musk’s SpaceX.

Seen by some as a disruptive force in the satellite communications industry, Buchs nevertheless acknowledged how Starlink is rapidly reshaping the SNG market by drastically lowering costs and logistical barriers, while boosting reliability and flexibility.

“From high-profile sports events to breaking news in war zones, Starlink has increased its presence in the SNG markets in recent years,” Buchs said. “Cost is also a huge factor that has contributed to Starlink’s solution becoming increasingly popular around the world as it can be accessed at a fraction of the cost of legacy services.”

“Rather than spending large upfront costs and paying satellite bandwidth by the hour, broadcasters can now operate with Starlink kit that costs a few hundred dollars and a relatively low monthly subscription.”

As hybrid models gain traction and satellite adapts to new roles, the broader competitive landscape is undergoing a fundamental shift. Streaming, once a complement to traditional broadcast, is now poised to become the dominant force in Asia’s video entertainment market. 

Echoing this trajectory, Buchs said, “Overall, the share of satellites should decrease significantly in coming years, as streaming grows in popularity across APAC.

“By the early 2030s, streaming is projected to outweigh traditional satellite broadcasting in terms of revenue and subscriber growth. Traditional pay-TV, including satellite, is declining in subscribers and losing market share to online video services, though it is still expected to contribute substantial revenues by 2030.”

Until then, traditional operators have a narrowing window to reinvent themselves and remain competitive, as the downward trajectory in revenue and subscriptions shows no signs of slowing down.

“Revenues and subscriptions should follow opposite trends for streaming and satellite by 2030, Buchs added. “Satellite subscribers are projected to decline by more than 10 million by 2030, and by 16 million by 2034. Most of these subscribers are anticipated to move to streaming or OTT services.”

A strategic pivot: SES is powering IP-enabled media networks across APAC

As satellite’s role evolves from primary distributor to a strategic enabler, operators like SES are redefining their media network strategies to meet the demands of a streaming-first, cloud-native future. Rather than clinging to legacy infrastructure, SES is actively transitioning from a satellite-centric model to a hybrid, infrastructure-neutral delivery ecosystem.

“This evolution is designed to meet the growing demand for IP-enabled workflows, cloud-based distribution, and flexible monetisation,” said Steve Bisenius, VP, Customer Solutions Engineering, SES.

He told APB+, “Our platforms and solutions, such as SES 360, SES SCORE or IntelsatOne IP, are designed to allow orchestration, end-to-end service management across satellite, fibre, and IP networks, real-time dashboards, and integration with cloud services.”

Beyond backend agility, modernising consumer reception is a priority, leading SES to develop new hybrid broadcast-IP models, DVB-HB standards, and IP-connected devices, while supporting media clients with cloud-native workflows for channel origination, live broadcast, and OTT distribution. 

“These capabilities allow broadcasters to scale efficiently and adopt new ad-funded models, Free Ad-Supported Streaming TV (FAST) channels, and dynamic ad insertion,” Bisenius said.

To further support this transformation, SES is deploying and developing software-defined satellites, such as Astra 1Q, which offer real-time configuration of coverage, frequency, and power. This flexibility reduces CAPEX risk and allows broadcasters to adapt to shifting market demands without overcommitting to fixed infrastructure. 

Complementing this is SES’ multi-orbit approach, which integrates GEO, Medium Earth Orbit (MEO), and Low Earth Orbit (LEO) assets to ensure interoperability across orbits for seamless failover and optimised routing. 

“Lastly, we continue to invest in ground infrastructure and next-generation terminals that support hybrid IP/DVB workflows and cloud-native platforms, reducing operational complexity and lowering total costs of ownership for broadcasters,” Bisenius added.

Looking ahead, SES is focused on expanding FTA and free-to-view ecosystems in high-growth APAC markets such as India, Indonesia, and the Philippines. At the same time, the company is accelerating the transition to IP-enabled workflows through DVB-NIP and DVB-I standards, cloud playout, and orchestration platforms.

Monetisation strategies, meanwhile, are centred on pay-TV, FAST channels, and localised content delivery with dynamic ad insertion.

“We are investing in data-driven optimisation, including in-depth audience analytics, performance dashboards, and automated workflows to help broadcasters reach their audience, boost engagement, and optimise cost-efficiency.

“Through these initiatives, we can offer our media customers and partners scalable, flexible media distribution across APAC that supports their future growth,” Bisenius concluded.