SINGAPORE – Southeast Asia now commands the largest share of TikTok’s global advertising audience, according to the latest Digital 2025: July Statshot report from socially-led creative agency We Are Social and global media intelligence firm Meltwater. The report sheds light on the evolving digital behaviours of internet users worldwide, and Southeast Asia’s role is more prominent than ever.
Home to nearly one quarter of TikTok’s global ad audience, the region continues to demonstrate unparalleled enthusiasm for short form video content. Thailand, in particular, ranks second globally in TikTok monthly usage, with more than eight in ten internet users on the platform each month – a stark contrast to the global average of just over three in ten.
The report also highlights that Southeast Asians surpass the global average of 11 hours and 39 minutes per week spent watching online video. In the Philippines, users log over 20 hours weekly, with more than half of that time dedicated to short form content like TikToks and Reels.
YouTube remains the world’s largest video platform with 2.54 billion monthly active users and Southeast Asia is again leading the charge. The Philippines (86.2%) and Vietnam (85%) boast the highest global penetration rates for YouTube usage and countries in the region make up half of the platform’s top 10 markets by user percentage.
Influencer culture is deeply embedded in Southeast Asia’s digital ecosystem. Over one in five internet users in the region follow social media influencers and consume their content weekly. The Philippines stands out with 43.5 percent of users following influencers and nearly half engaging with their content regularly.
Comedy, memes, and viral videos are among the most consumed content types, second only to music videos for audiences aged 16 to 64. Nearly 80 percent of TikTok users in the region turn to the platform for funny and entertaining content, underlining the growing appetite for lighthearted and viral media.
Social platforms play a pivotal role in brand discovery across Southeast Asia. In Vietnam and Indonesia, over 80 percent of users conduct brand research on social media, while more than 60 percent of Malaysians and Filipinos actively seek out brands online.
Instagram, TikTok and Facebook are the top platforms for brand research globally, with Facebook continuing to dominate web traffic referrals. The platform accounts for over 70 percent of all social media driven web traffic, with an even higher share in Indonesia, where it contributes to more than 90 percent of social referral traffic.
Messaging app usage varies across Southeast Asia. WhatsApp dominates in Malaysia (92%), Indonesia (91.3%) and Singapore (82.1%), while Messenger leads in the Philippines (93%), Thailand (78.3%) and Vietnam (76.3%). Notably, Southeast Asia accounts for 22.7 percent of Messenger’s global advertising audience.
Telegram, though less popular globally, enjoys strong regional adoption. In Malaysia and Indonesia, close to two thirds of internet users are active on the platform monthly, compared to just one third worldwide.
Other key findings from the report include:
- Malaysians use the most social platforms globally, averaging 8.42 platforms monthly – well above the global average of 6.84.
- Over half of Indonesian internet users (51.4%) are active on X (formerly Twitter).
- Six in ten Vietnamese internet users express excitement about artificial intelligence.
- Malaysia leads Southeast Asia in ChatGPT usage, with nearly 40 percent of users engaging with the AI tool monthly.
Naiyen Wang, managing director, Southeast Asia at We Are Social, “The Digital 2025: July Statshot really drives home how important social media and influencer marketing are becoming in Southeast Asia. Consumers in this region are highly active on social media and are navigating multiple platforms to research and engage with brands. What really grabs their attention is content that’s funny and entertaining with that viral spark. For marketers, that means shifting gears from selling to creating content that people actually enjoy and want to engage with.”
Read the full global report now: https://wearesocial.com/sg/blog/2025/07/digital-2025-july-global-statshot-report/
