Singapore – Internet users in Southeast Asia (SEA) rank among the top consumers of online short-form video content, according to a report from socially-led creative agency We Are Social and media intelligence company Meltwater.
We Are Social and Meltwater’s report reveals that SEA users consume more TikTok videos and reels over longer video content like vlogs.
More specifically, internet users in the Philippines, Thailand, and Indonesia are among the top five countries globally who spend time watching short videos. Users in each country spend more than an hour a day watching them.
Filipinos spend nearly 10.5 hours weekly watching short-form videos while spending 9 hours and 14 minutes on longer content on average. 48.7% of Filipinos watch vlogs and influencer videos per week, significantly higher than the global average of 23.8%.
Meanwhile, Southeast Asians watch less television than other countries globally.
Social media use, gaming in SEA
A majority of the SEA population (70.4%) are social media users, spending an average of more than four days a week using various platforms. In the Philippines, users spend over 23 hours on social media every week, while Singaporeans only spend 11 hours and 38 minutes.
In Thailand and Malaysia, the weekly time spent on social media is over 18 hours, while Indonesians spend almost 16.5 hours. Vietnamese users spend under 14 hours on social media.
Social media users in the region spread their time across 7.10 platforms, higher than the global average of 6.86.
Additionally, the Philippines, Indonesia, and Thailand are among the top gamers globally, with 93% of internet users in each nation playing video games. The figure is higher than the global average of 83.5%. 28.6% of adults in the Philippines and 27.1% in Vietnam are interested in esports.
Naiyen Wang, managing director, Southeast Asia at We Are Social, said, “Southeast Asia is home to some of the most diverse and unique digital behaviours in the world. The Digital 2025: April Statshot report highlights this, especially when it comes to how consumers engage with video content and why short-form and small screens play a starring role. 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.”
