TVB expects ad sales growth in 2025 with GBA initiatives

Local broadcaster TVB is expecting higher advertising income for the full year of 2025 when compared to 2024, with the Greater Bay Area (GBA) being a key growth driver. 

According to the official announcement on the Hong Kong Stock Exchange (HKEX), TVB has reiterated its expectation of continued year-on-year growth in EBITDA and a positive net profit for the year ending 31 December 2025. 

During the three months ending 30 June 2025, TVB’s advertising income from terrestrial free-to-air channels in Hong Kong showed incremental growth compared to the same period last year, aided by increasing contributions from its newly launched GBA advertising services outside of Hong Kong.

Don’t miss: TVB inks deal with 5 corporations to bolster content creation in GBA

This comes after TVB signed a memorandum of understanding (MoU) in June with five corporations, such as Tencent Music Entertainment Group (TME), Kugou Music (酷狗音樂), and MaiDuiDui (埋堆堆), to deepen comprehensive strategic collaboration in the GBA. Through the MoU with the five companies, TVB seeks to foster strong collaboration in key areas, including film and television content creation, technology development, and platform operations.

Meanwhile, revenue from digital advertising across TVB’s digital assets, including the myTV Super platform, social media accounts and mobile content apps, continued to grow by a strong double-digit percentage during the quarter compared to the same period in 2024. 

This was helped by the launch of the myTV Super “TV 3.0” initiative in May 2025, which saw the creation of a new free service tier supported by advertising. Initial results from this new initiative have been encouraging, with significant growth in smart TV free viewers during the quarter. TVB continues to expect its digital advertising income, which grew strongly in 2024, to once again be a key growth driver in 2025.

In the group’s over-the-top (OTT) streaming business, TVB said it continues to serve around two million average monthly active users across all its service tiers. Additionally, its social media presence continues to grow, both in terms of followers and subscribers - up by over 20% compared to a year ago by the end of the quarter - as well as in the number of views and engagements it receives.

In terms of mainland China-related businesses, TVB has started filming and production of the hit Queen of News 2 (新聞女王 2), along with four ongoing co-production drama titles in various stages of production during the quarter, such as Mrs. Revenge (夫妻的博弈), Themis (正義女神), and I Only Live Twice (模仿人生).

While the co-production title, D.I.D. 12 (刑偵 12) is premiered on Tencent Video during the quarter, TVB is preparing to begin production of Wars of Roses (玫瑰戰爭) in the third quarter of 2025.

On the other hand, TVB’s executive chairman Thomas Hui acquired shares in its ultimate parent company, Young Lion Holdings (YLH) earlier, from non-executive director Kenneth Hsu. Hui and Hsu entered into a sale and purchase agreement, pursuant to which Hsu has agreed to transfer his shareholding interests in YLH to Hui. 

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