Tag: Meltwater

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.”

Singapore – Singaporeans are using more social media platforms monthly, despite the overall decline in their average time spent online, according to Meltwater and We Are Social’s report. 

According to the report, the average Singaporean uses 7.2 social media platforms monthly, increasing by 4.3% from last year. However, daily time spent on social media has dropped by 8.4% to 2 hours and 2 minutes. 

Out of the top ten most downloaded mobile apps in Singapore, social media platforms accounted for six spots. TikTok remains the top platform consuming users’ time, averaging 34 hours and 29 minutes per month. YouTube ranks second, with users spending an average of 29 hours and 45 minutes monthly.

WhatsApp is the most preferred platform, used by 80.1% of Singaporeans monthly, with 30.4% favouring the messaging app. Meanwhile, 15.3% prefer Facebook and 14.2% opt for TikTok.

Chat and messaging remain the most used apps and websites by Singaporeans (97%) followed by social networks (95.9%).

Additionally, social media advertising continues to grow, seeing a 15.9% increase in advertising spend while influencer advertising rose by 13.6%.

Nai Yen Wang, managing director at We Are Social Singapore, commented, “The latest Digital 2025: Singapore report highlights the impact that the emergence of newer platforms has had on social media consumption in the nation. With more platforms and less total consumption time, brands need to invest in smart social media strategies to ensure they stay top of mind with their target audience.”

Singapore – Nearly two-thirds (61.5%) of Southeast Asia’s population are active on social media, accounting for 10.2% of the world’s social media identities, according to a report by We Are Social and Meltwater.

The report highlights Southeast Asia’s strong affinity for social media, with users in every country exceeding the global average of 6.83 platforms. On average, Filipinos use 8.36 platforms, followed by Malaysians (8.12), Indonesians (7.93), Singaporeans (7.24), and users in both Vietnam and Thailand (7.11).

Delving deeper, Filipinos spend an average of 3 hours and 32 minutes on social media daily—over an hour more than the global average. They also have a strong affinity for influencers and vlog content, with 44.9% following influencers on social media and nearly half (48.3%) watching vlogs or influencer videos weekly.

Meanwhile, in Indonesia, social media accounts for nearly half (42.6%) of the country’s total online activity. Two-thirds of Indonesian users actively search for brands on social media, while 82.1% use it for brand research.

Indonesians are also among the world’s most engaged TikTok users, spending close to two full days per month (44 hours and 54 minutes) on the app. Malaysia follows closely, with users averaging 42 hours and 44 minutes on TikTok each month.

Thailand ranks as YouTube’s second most engaged market, with users spending an impressive 42 hours and 14 minutes on the platform—far exceeding the global average of 27 hours and 10 minutes. Meanwhile, Singapore stands out as a top market for Reddit, with users spending 3 hours and 56 minutes on the platform each month and accessing it an average of 116.9 times.

Notably, over a third of the region also relies on social media as a source of news.

Anton Reyniers, head of strategy at We Are Social Singapore, commented, “Southeast Asia is home to some of the most active and engaged social media users in the world. With users across the region spending their time across more than seven platforms – above the global average – and more than half using social media for brand research, it’s integral for marketers to ensure they have a carefully considered strategy to capture their audience’s attention across each platform.”

“This latest report highlights the nuances across different demographics in the social and broader digital ecosystem to help marketers make informed decisions in their plans for 2025 and beyond,” he added.

The report names YouTube as the most used social platform at the start of 2025, with a user base 16% larger than WhatsApp. Instagram leads as the world’s favourite platform, with 16.6% of users pledging loyalty, followed by WhatsApp (16%) and Facebook (13.1%).

Meanwhile, TikTok’s Android users are spending almost 35 hours per month on the app, with time spent increasing by nearly two hours from August to November 2024. In terms of growth, Threads has 320 million monthly active users, with over 100 million active daily users, while Bluesky, with more than 30 million registered users, still has fewer than 25 million monthly active users.

Meltwater and We Are Social further highlight the growing importance of social media for marketers, as half of adult users now visit platforms to learn more about brands—a trend that’s steadily rising. Instagram leads in brand research, with 62.3% of users using it for this purpose, followed by Facebook (52.5%) and TikTok (51.5%). Additionally, 22% of social media users follow influencers, a figure that rises to 30.8% among women aged 16 to 24.

In 2024, global ad spend reached US$1.1t, a 7.3% increase from 2023, with digital channels now accounting for 72.7% of this investment. Online ad spend surpassed US$790 billion, growing 10.3% year-on-year. Social media ad spend rose to $243 billion, up 15%, while global influencer marketing spend increased 14%, reaching $35 billion.

“With digital ad spend exceeding $790 billion in 2024 and social media ad spend growing more than 15% within that, it’s clear that businesses are investing more than ever in capturing consumer attention. Along with this growing investment comes the growing need to prove ROI and show results based on marketing campaigns. With user behaviour on social platforms continuing to shift, teams need data to inform decisions about what platforms to prioritise and create strategies for,” said Alexandra Bjertnæs, chief strategy officer at Meltwater.

The report also highlighted ChatGPT’s growth, with its mobile app averaging over a quarter of a billion monthly active users from September to November 2024. It ranked as one of the world’s most downloaded apps, placing eighth globally. Additionally, ChatGPT.com saw 310 million unique visitors, generating 3.5 billion visits during the same period.

Toby Southgate, global group CEO at We Are Social, said, “Social is where brands can win or lose – it’s central to brand discovery, consumer engagement, and commerce. At the same time, AI is revolutionising how we search, create, and interact, while influencers continue to shape content trends and consumer behaviours.”

“The opportunities for marketers to drive meaningful engagement have never been broader, but the complexity of digital and social media – evident in our 630+ page report – means there’s no single route to success. To create effective work, brands need to understand the cultural nuances of the online world and create ideas worth talking about. Those who do will make an impact,” he added.

Singapore – In a digital world saturated with information and fragmented audience attention, traditional advertising is no longer enough. Rising costs, ad fatigue, and growing privacy concerns have diminished the effectiveness of conventional ads, challenging brands to rethink their strategies to connect authentically with their audiences.

User-generated content (UGC) is emerging as a transformative solution, offering brands a powerful way to amplify their voice, foster community-driven advocacy, and build trust with consumers increasingly resistant to traditional marketing methods.

To help marketers navigate this shift, media monitoring company Meltwater has released an insightful guide, ‘Unlocking the Power of UGC for Meaningful Brand Connections.’ This report provides practical guidance for brands to harness UGC effectively and create authentic, impactful customer experiences.

The guide explores how UGC can redefine audience engagement by showcasing its ability to amplify brand authenticity, turn loyal customers into advocates, and drive meaningful connections in a fragmented media landscape.

It also outlines a three-step approach to leveraging UGC:

  1. Listening to consumer insights: Understand what resonates with your audience by actively analysing organic feedback.
  2. Engaging meaningfully: Foster genuine interactions with your community to deepen relationships.
  3. Building loyalty: Transform UGC into a long-term strategy for sustained brand growth.

Additionally, the report highlights real-world examples of brands using UGC to navigate challenges, seize opportunities, and create memorable moments that resonate with their audiences.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “Amidst the noise of today’s marketplace, UGC stands out as a beacon for reshaping brand engagement—fusing authenticity with innovation. By connecting deeply with consumers’ values and lifestyles, we create not just products, but experiences that cut through the clutter and build lasting emotional bonds. This report from Meltwater is the ultimate playbook for impactful engagement for brands, as well as strategies in fostering organic interactions with customers.”

To access the guide, you may download ‘Unlocking the Power of UGC for Meaningful Brand Connections’ here.

Singapore – Meltwater, an online media monitoring company, has announced new client wins along with growth initiatives in the Asia-Pacific region.

New additions to Meltwater’s client portfolio include Ricoh, an imaging and electronics company, and Hugosave, a wealth and savings app.

Meltwater is set to provide solutions to the companies, specifically for Ricoh’s cross-market operations and Hugosave’s monitoring of performance and events.

Additionally, Meltwater has also launched initiatives for innovation and collaboration, including its introduction of customer advisory boards, which allow the co-creation of solutions with clients.

As part of its efforts towards innovation, Meltwater has launched AI-powered platforms to streamline tasks, and an automated brand analytics tool.

Meltwater is also expanding globally, with new offices in Mexico and India. 

“Ultimately, we connect the dots between problems, challenges, and goals on one side, and the solutions, opportunities, and support that Ricoh offers on the other. With Meltwater, we found a true, all-in-one solution and partner for these activities,” James Loginov, head of marketing communications of the APAC Marketing Department at Ricoh Company Ltd., said.

“We needed the ability to monitor digital media, search engines, and social media platforms all in one place. With Meltwater, we can conveniently track mentions of Hugosave and relevant topics, monitor competitor activities, and stay updated on relevant industry trends,” Raymond Lo, growth and marketing team lead of Hugosave, commented.

David Hickey, executive director of Asia Pacific at Meltwater, said, “We’re entering an exciting new phase of growth in Asia Pacific, focusing on innovation and collaboration with our customers and employees. In an era where the key to brand success lies in extracting deep, data-driven insights from fast-moving online conversations, AI is critical to helping companies not only capture but understand the full picture. Meltwater’s investments in tech hubs and advanced AI technology ensure that our customers in APAC have the power to efficiently analyse vast datasets—from news and social media to online forums—and transform these insights into impactful strategies. We’re committed to equipping businesses to shape their markets and drive measurable results with agility and precision.”

Singapore –Social media users make up 64.3% of Southeast Asia’s population, surpassing the global average of 63.8%, according to a report by We Are Social and Meltwater. 

According to the report, global social media users have reached 5.22 billion, accounting for 63.8% of the world’s population, with a growth rate of 256 million in the past year, marking a 5% annual increase. In Southeast Asia, usage is slightly higher at 64.3%, with Singapore ranking fourth globally, where 88.8% of the population is active on social media.

The report shows that globally, people spend an average of 2 hours and 19 minutes on social media daily, using 6.8 platforms each month. In Southeast Asia, users are more active than the global average, with Filipinos spending 3 hours and 33 minutes per day on social media and using 8.2 platforms monthly.

Meanwhile, in Indonesia, social media accounts for nearly half (44.3%) of internet users’ online time. The country also leads globally in brand discovery via social media, with 63.9% of users seeking out brands compared to 49.3% worldwide. Additionally, 65.2% of Indonesians use social media to research potential purchases.

The report further reveals that TikTok leads globally in average time spent per Android user, with users logging an impressive 34 hours and 15 minutes per month—over an hour daily. In Southeast Asia, usage is even higher, with Vietnamese users spending nearly 10 hours more than the global average each month on the platform.

After TikTok, YouTube ranks second globally, with the average user spending 29 hours and 21 minutes per month on its Android app. Thailand emerges as one of YouTube’s most active markets, where users log an impressive 46 hours and 25 minutes monthly. Malaysia, Singapore, Vietnam, and Indonesia also exceed the global average in time spent on the platform.

Interestingly, despite Instagram’s popularity in other regions, countries like Vietnam and the Philippines fall significantly below the global average for monthly app sessions per user. In Vietnam, the average is only 83.7 sessions, while the Philippines sees 135.8 sessions, compared to a global average of 351.1.

However, it is also worth noting that both Vietnam and the Philippines rank among Facebook’s most active markets. Users in Vietnam spend an average of 24 hours and 11 minutes per month on the Facebook Android app, while Filipinos spend 23 hours and 26 minutes—well above the global average of 18 hours and 44 minutes.

The report also highlighted how the region remains a hotspot for active messaging app users. In the Philippines, users are among the most engaged on Messenger, spending an average of 15 hours and 31 minutes per month with approximately 768.9 sessions. 

Indonesians follow closely as the second-highest users of WhatsApp, averaging just over 26 hours monthly with about 1,374.3 sessions. Additionally, Singapore boasts some of the most active Telegram users globally, accessing the app an average of 258.6 times compared to the global average of 186.6 sessions.

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

Singapore – Meltwater, a global leader in media monitoring and intelligence, has bolstered its presence in the Asia-Pacific region through strategic senior leadership appointments and key partnerships aimed at launching innovative AI-driven products.

The first of Meltwater’s new appointments is Josh Drasta, who will assume the role of enterprise sales area director for APAC. Drasta brings over a decade of experience in sales and partnerships, having worked with companies such as Digimind, Google, and Isentia. His previous experience with Linkfluence, which was acquired by Meltwater in 2021, further deepens his familiarity with the company’s capabilities and solutions.

Joining Drasta is Alexandra Feig, who has been appointed as the new head of talent for APAC. Feig will lead a dynamic team dedicated to designing and implementing innovative recruitment strategies, processes, and best practices. Before joining Meltwater, she spearheaded Zendesk’s talent acquisition efforts across APAC and held senior roles in talent acquisition at Indeed and EssenceMediacom.

Rounding out the series of new appointments is Chris Hackney, who will step into the role of chief product officer. Hackney will oversee the strategic direction, expansion, and operation of Meltwater’s product portfolio.

With over 25 years of experience in the technology sector, Hackney has successfully built several pioneering companies and has a proven track record of driving innovation and growth in B2B SaaS companies. He has also held executive positions at Cision, Trendkite, Mercury Healthcare, and AI Guardian.

Since Hackney’s appointment, Meltwater has introduced a series of significant product innovations and strategic partnerships.

Meltwater’s new appointments coincide with the company’s accelerated AI-driven growth, marked by innovative product launches. In addition to expanding its leadership team, Meltwater has secured a strategic partnership with Microsoft to introduce the new ‘Meltwater Copilot.’

Meltwater Copilot is a next-generation communications assistant built on Microsoft’s technology stack—including Azure OpenAI Service, Microsoft 365, and Copilot for Microsoft 365. This tool enables users to access real-time insights such as brand mentions, sentiment analysis, key issues, and competitive benchmarking, all seamlessly integrated within their Teams environment.

The Meltwater Copilot App for Teams and its Microsoft 365 extension leverage cutting-edge AI from both Microsoft and Meltwater to harness Meltwater’s extensive global data set, processing over a billion pieces of information daily. Both companies aim to transform how communications and marketing professionals interact with data through this collaborative innovation. 

Additionally, Meltwater has partnered with CYFIRMA to enhance its brand protection and digital security capabilities. This integrated solution combines Meltwater’s AI-powered media and social intelligence suite with CYFIRMA’s DeCYFIR—the industry’s first external threat landscape management platform—providing a comprehensive approach to risk monitoring and mitigation.

This partnership provides organisations with enhanced visibility into potential threats across diverse digital environments, enabling them to proactively protect their brand and make informed decisions in today’s complex digital landscape.

David Hickey, executive director for Asia Pacific at Meltwater, said, “We have seen significant growth this past year in key markets like the Philippines, Australia, China, and Japan, and AI continues to present a tremendous opportunity for Meltwater in the APAC region.” 

“Our early investment in AI has led to the development of the latest generative AI capabilities, enabling our customers to unlock the full potential of online data without the need for technical expertise. We look forward to building on this momentum and rolling out more innovations that provide greater value, empowering organisations of all sizes to make better data-driven business decisions,” he added. 

Recently, Meltwater’s consumer intelligence solution provided in-depth insights into the Paris 2024 Olympic Games. Through visual analytics and social listening, it assessed how sports brands engaged with audiences and how the performance of select athletes influenced their visibility.

Singapore – More than half of APAC businesses (55%) see artificial intelligence as important to their social media programme – a notably higher percentage than their global counterparts (44%), according to a report by social and media intelligence firm Meltwater. 

Data from Meltwater’s study also suggests that with the prominence of AI usage in marketing, 64% of the respondents in APAC leverage AI tools to save time on writing, with 36% utilising it to improve their copy.

However, though almost half (48%) of APAC teams surveyed said that social media will play a more important role in their company this year, many teams are struggling to maximise their social programs due to reduced resources.

The survey showed that even respondents from large companies with more than 1,000 employees operate in small social media teams of 2 to 5 members. Additionally, many social media teams find strategy and execution a challenge, with 34% of respondents saying that they are still working on defining a strategy, whilst a quarter are in a tougher spot of having a strategy but lacking the resources to execute it.

For other notable findings from the report, it stated that Instagram is the highest channel of interest (45%) for APAC teams, closely followed by TikTok (43%). Additionally, teams in APAC are more likely to dedicate the same budget to social media that they did in 2023, unlike teams globally who are increasing social media budgets. Lastly, 64% of respondents in APAC agree that social listening is a key component in strategic planning.

Talking about the findings, Mimrah Mahmood, vice president – enterprise (APAC) and partner at Meltwater Asia-Pacific, said,  “Social media teams are in an unenviable position of doing a lot more for their organisations this year with limited resources and budget. Concerningly, not having a defined social media strategy is a more prominent challenge in APAC than other regions.”

“With the typical social media user using 6.7 platforms each month, brands need to understand the usage intent of their target audience for their platform of choice. With bandwidth being a major concern, it is crucial that teams identify which are priority channels and customise content accordingly,” he added.

Singapore – Southeast Asians are more active on social media than their global counterparts, and are now the world’s most active gamers, according to a report by creative agency We Are Social and social and media intelligence firm Meltwater. 

According to the report, social media users in Southeast Asia are all above the global average in terms of usage rate, and that the Philippines, Indonesia, and Vietnam took all three of the top spots in the latest rankings for percentage of internet users playing video games worldwide.

Going further into detail, this above average rate of social media use in Southeast Asia encompasses countries such as the Philippines, Indonesia, Malaysia, Thailand and Vietnam, with users in the Philippines notably spending 3 hours and 30 minutes each day on social media – an extra 1 hour and 10 minutes above the global average.

With the TikTok app, Southeast Asians surpass the global average time spent on TikTok which is 31 hours and 47 minutes, as Indonesia clocks in with 38h 24m, followed by Malaysia (38h 7m), Thailand (37h 18m), the Philippines (36h 49m), Vietnam (36h 16m), and Singapore (32h 59m).

Gaming is also very popular within the region, with Filipinos taking the top spot as 96.5% are seen as active gamers, followed by Indonesians (95.3%) and the Vietnamese (94.7%).

This prominence of usage in the area also extends to viewing video content as 97.4% of internet users in the Philippines watch TV via streaming services – above the global average of 92.7% and the second highest globally. Similarly, the nation tops watching music videos online (72.9%) and vlogs (49.9%). 

Other notable areas where Southeast Asians record higher than average is YouTube, wherein Thailand spends the second most time globally using YouTube’s app with 42 hours and 49 minutes each month, and podcasts, with nearly twice as many Indonesians (40.2%) listening to podcasts each week compared with their global counterparts.

The report also found out that Gen Z are the biggest users of search engines and email, as more than 83% of the demographic used a search engine in the past month, which is higher than any other age group. Young women, who are the biggest users of TikTok, are actually the most prolific users of search engines.

Lastly, despite assumptions about the generation, data shows that Gen Z is also the biggest users of email with around three-quarters using email each month.