Digital 2025 April Statshot by We Are Social: Southeast Asians among the world’s highest short-form video consumers
Southeast Asians are some of the world’s top consumers of online video content, according to the latest Digital 2025: April Statshot released by We Are Social, the socially-led creative agency, and Meltwater, a global leader in social and media intelligence.
The report, which covers global social media and digital trends, reveals that Southeast Asian internet users spend more time watching more short online video content like TikToks and Reels each week, than they do longer online video content like vlogs and how-to videos.
The Philippines, Thailand and Indonesia rank in the top five globally for average number of days per week spent watching short online videos with internet users in each nation watching this content for more than an hour a day.
Filipinos consume the most short online videos across an average of five days per week with a weekly watch time of nearly 10.5 hours. The nation is also home to the world’s highest consumers of long online video content, clocking an average weekly watch time of 9 hours and 14 minutes. Nearly half (48.7%) of Filipinos watch vlogs and influencer videos each week – more than double the global average, 23.8%.
In comparison, Southeast Asians watch less TV than other nations around the world. In Vietnam, weekly time consuming short online videos (6 hours and 30 minutes) is almost on par with weekly total TV time (6 hours and 34 minutes).
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 – this is more 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 key data points from the report include:
• 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.
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.”