The digital media landscape in Malaysia, China, and Indonesia is a captivating blend of local innovation and global platforms, with each country showcasing unique consumption patterns and trends. Beyond simply a channel for advertising, digital media is the primary way consumers connect, socialise, and consume content, presenting both opportunities and challenges for brands.
1. Malaysia: The Social and Mobile-First Society
With 97.4% of its population having internet access as of early 2024, Malaysia is a highly connected, mobile-first society. The average Malaysian spends a considerable amount of time online, with a significant portion of that time dedicated to social media.
Dominant Platforms & Content
Social media is the cornerstone of Malaysia’s digital media ecosystem. There are 28.68 million social media users, with WhatsApp being the most used app for communication. However, for content consumption, TikTok and Facebook are the most popular platforms, with a combined reach of over 50 million users.
The rise of these platforms signals a clear shift away from traditional media; in 2024, television and radio consumption saw declines of 9.4% and 13.8%, respectively. In contrast, short-form video content on platforms like TikTok and Instagram Reels is driving engagement, as consumers prefer bite-sized, engaging content that is easy to consume and share.
2. China: The Ecosystem of Super-Apps and Livestreaming
China’s digital media landscape is a unique and dynamic ecosystem, largely driven by “super-apps” that integrate every aspect of daily life, from messaging and socialising to shopping and entertainment. This seamless integration has led to a highly immersive digital experience.
Platform Dominance
WeChat is the undisputed “super-app,” used by 87% of Chinese internet users every month. It combines messaging, social media feeds, content publishing, and a vast array of mini-programs for services like payments and food delivery. The rise of short-form video is led by Douyin, used by 78% of internet users monthly. Other key players include Xiaohongshu (RedNote), a community-driven lifestyle platform, and the microblogging service Weibo.
Content and Commerce Integration
The line between content and commerce is virtually non-existent in China. Livestream commerce has emerged as a massive industry, with the market reaching 4.9 trillion yuan in 2023. Influencers and sellers use live video streams on platforms like Douyin and Taobao to showcase products, interact with viewers in real-time, and drive impulsive purchases. This model highlights a consumer culture that values authenticity and real-time engagement with creators.
3. Indonesia: A Video and Mobile Powerhouse
Indonesia’s digital media scene is one of the most vibrant globally, with its young, tech-savvy population driving rapid adoption of new digital formats. With over 205 million internet users in 2024, Indonesia has one of the largest online populations in the world. Consumers are increasingly turning away from traditional news sources; as of 2024, online media—including social media—was the primary news source for 88% of the population.
Video & Social Dominance
Video content is king in Indonesia. Online video consumption rose significantly from 55.92% in 2023 to 76.31% in 2024, making it the most visited entertainment content. This rise is attributed to the widespread availability of affordable mobile data plans and the popularity of platforms like YouTube and local streaming services.
Indonesia is also home to over 191 million active social media users, with platforms like WhatsApp, Instagram, and Facebook dominating. The high level of digital engagement and a strong creator economy have made social media a central hub for everything from daily communication to brand discovery and direct purchasing.
Emerging Trends and Future Outlook
Indonesia is also home to over 191 million active social media users, with platforms like WhatsApp, Instagram, and Facebook dominating. The high level of digital engagement and a strong creator economy have made social media a central hub for everything from daily communication to brand discovery and direct purchasing.
- The Creator Economy: The market in Southeast Asia is thriving, with influencer marketing growing at 19% year-over-year. For instance, YouTube’s creator ecosystem in the region has grown significantly, with over 7,600 channels surpassing one million subscribers as of 2025. This shows that creators, especially micro- and mid-tier ones, are becoming trusted brand ambassadors, with 67% of Indonesian viewers trusting content from YouTube creators. This shift toward “trust-based commerce” is redefining how brands connect with consumers.
- The Role of AI: Artificial intelligence is a key driver of the future of digital media. It is being used for content creation, personalisation, and ad optimisation. AI-powered tools are helping marketers analyse vast user data to deliver highly relevant content, and over 60% of creatives in Southeast Asia are already using AI tools to streamline production and ideation.
- First-Party Data Strategies: With increasing data privacy regulations and the decline of third-party cookies, brands are shifting their focus to first-party data. Collecting data directly from customers allows for a more transparent and trustworthy relationship. This approach is proving to be more resilient and effective, turning data privacy into a competitive advantage by fostering consumer trust.
What Brands Can Do
Navigating these diverse and dynamic digital environments requires a strategic and localised approach. Brands must move beyond generic digital marketing and adopt a new playbook to truly engage consumers in Malaysia, China, and Indonesia.
- Invest in Video and Mobile: Prioritise creating vertical, short-form video content that is platform-specific. Ensure all websites, landing pages, and content are fully optimised for mobile consumption to meet the mobile-first nature of these markets.
- Embrace Authentic Storytelling: Partner with micro- and mid-tier creators to build genuine connections with target audiences. Focus on user-generated content (UGC) campaigns to encourage customers to become brand advocates, taking a page from the community-driven model of Xiaohongshu.
- Adopt a Social Commerce Mindset: Do not view social media merely as an advertising channel. Integrate seamless purchasing experiences directly into platforms. Utilise livestreaming to showcase products and engage with consumers in real-time, especially in the Chinese market.
- Leverage Data for Personalisation and Trust: Move away from third-party data and invest in building your own data assets through loyalty programmes and direct interactions. Use AI-driven tools to analyse this first-party data to deliver highly relevant and trustworthy content, fostering long-term customer relationships.
The Path Forward: From Passive Consumers to Engaged Communities
The digital media landscape across Malaysia, China, and Indonesia is defined by a mobile-first philosophy, a heavy reliance on social and video platforms, and a blurred line between content, community, and commerce. While each country has its unique platform preferences, the fundamental shift from passive consumption to active, on-demand engagement is a consistent trend. For businesses, this means success lies not just in traditional advertising, but in becoming a genuine part of these dynamic digital conversations.
The time to act is now. Seize the opportunity and transform your digital presence into a catalyst for growth. Get in touch with Digital 38 today.
