Southeast Asia ranks among the world’s most engaged regions for online video consumption, according to the latest Digital 2025: April Statshot from We Are Social and Meltwater.
The report, which tracks global digital and social media trends, finds that internet users in Southeast Asia spend more time each week watching short-form videos—such as TikToks and Reels—than they do viewing longer formats like vlogs or instructional content.
“Southeast Asia is home to some of the most diverse and unique digital behaviours in the world,” said Naiyen Wang, Managing Director, Southeast Asia at We Are Social.
Wang added that the fragmented nature of media consumption in Southeast Asia calls for a more deliberate approach to content planning.
“With consumers in this region spreading their time across multiple platforms, it’s critical for brands to invest in a smart content strategy to ensure maximum exposure with their audience.”
The Numbers
The Philippines, Thailand, and Indonesia are among the top five countries globally for the average number of days per week spent watching short-form video, with users in each spending more than an hour per day on this content.
In the Philippines, users watch short-form video an average of five days a week, totaling nearly 10.5 hours weekly. The country also leads globally in consumption of long-form online video, averaging 9 hours and 14 minutes per week. Nearly half of Filipino internet users (48.7%) watch vlogs or influencer videos weekly—more than twice the global average of 23.8%.
By contrast, traditional TV consumption in Southeast Asia is comparatively lower. In Vietnam, for example, time spent watching short-form videos (6 hours and 30 minutes per week) is nearly equal to total weekly TV viewing (6 hours and 34 minutes).
The average number of platforms used each month in the region continues to be higher than the global average (6.86), with social media users spreading their time across an average of at least 7.10 platforms.
Highly Active Social Media Users
Social media user identities make up 70.4% of Southeast Asia’s population, with females accounting for 53% of this figure and males accounting for 47%. Across the region, users are spending an average of more than four days a week using social media. In the Philippines and Indonesia, this figure jumps to more than five days.
Filipinos spend close to one whole day (23 hours and 1 minute) on social media each week, while Singaporeans spend almost half this time (11 hours and 38 minutes). In Thailand and Malaysia, weekly time spent using social media is just over 18 hours, while in Indonesia it is close to 16.5 hours, and Vietnam is just under 14 hours.
The average number of platforms used each month in the region continues to be higher than the global average (6.86), with social media users spreading their time across an average of at least 7.10 platforms.
The World’s Biggest Gamers
The Philippines, Indonesia, and Thailand are the world’s top gamers, with more than 93% of each nation’s internet users playing video games on any device—higher than the global average of 83.5%. Malaysia ranks third in the region for time spent playing video games after the Philippines and Thailand.
While around one in six adults globally are interested in esports, this figure climbs to more than a quarter of adults in Vietnam (27.1%) and the Philippines (28.6%). Interest in esports across most of the region is above the global average.
Other Highlights
- Nearly two-thirds of Indonesians and Malaysians seek out brands on social media.
- Filipinos spend nearly 52 hours per week consuming online media.
- Online translation tools are used the most globally by Indonesians, with half using these tools each week.
- The popularity of rideshare apps like Grab and Gojek has made the region one of the top users of online mobility services. Indonesia, Singapore, Vietnam, and Malaysia rank in the top five globally for this.
- Thailand is home to the world’s biggest online shoppers, with 67% making weekly online purchases.⸻
To learn more about the findings, go here.
