the survey was conducted in Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines with 400 respondents from each country.
Method of interview
Online survey
Supplementary notes
Original question: "What kind of accounts do you consume the most content from on social media platforms?"
Survey respondents allocated 100 time units for each platform across several types of accounts: friends and family, influencers and celebrities, brands and retailers, other individuals, and other organizations.
Citation formats
Influencer content share of time spent per social media channel SEA 2024, by platform
According to a survey conducted in Southeast Asia from June to August 2024, YouTube users spent about ** percent of their time on the platform consuming influencer and celebrity content. In comparison, LinkedIn and Facebook users spent around a of their time on these platforms consuming influencer and celebrity content.
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Cube. (October 15, 2024). Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. "Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform." Chart. October 15, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. (2024). Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. "Share of Time Spent on Influencer and Celebrity Content on Select Social Media Platforms in Southeast Asia as of August 2024, by Platform." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 15 Oct 2024, /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube, Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform ÌÇÐÄÆƽâ°æ, /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/ (last visited July 27, 2026)
Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform [Graph], Cube, October 15, 2024. [Online]. Available: /statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
