Daniel Slotta
Research expert covering Greater China
Social media in Malaysia - statistics & facts
It would be difficult to find Malaysians without at least one social media account as it has become an inseparable aspect of modern lives. The Southeast Asian country is home to more than 33 million social media users as of 2024. The constant need for digital interaction has made Malaysia the country with one of the highest social media penetration rate in the world.
Malaysians also consume a lot of social media content. In Asia Pacific, it ranked third among the highest average daily time spent on social media, with around two hours and 46 minutes spent on various platforms every day.
Although the risk disinformation and fake news is rife in social media, 67 percent of respondents in Malaysia said in a 2024 survey that it was their main source for news. Through the Malaysian Communication and Multimedia Commission (MCMC), the Malaysian government has been trying to curb the spread of false information by advising users and issuing clarification statements.
Advertising on social media is becoming more common to market a product. In 2024, it was estimated that the total advertising spending on social media in Malaysia reached more than 411 million U.S. dollars and is expected to continue to increase at around 8.4 percent CAGR. The high volume of content online, however, requires brands to be wary of the engagement rate of their social media advertising. Nevertheless, social media is one of the best ways to get consumers’ attention because of its reach and cost-effectiveness.
Malaysians also consume a lot of social media content. In Asia Pacific, it ranked third among the highest average daily time spent on social media, with around two hours and 46 minutes spent on various platforms every day.
Social media landscape in Malaysia
Facebook dominated the social media market share in Malaysia, when it comes to platforms that are available in the country. Despite Facebook’s dominance in the social media landscape, other platforms including Instagram, LinkedIn, and YouTube are also popular among social media users in Malaysia. One of the latest additions to the industry, TikTok, is gaining popularity, especially among younger consumers. The majority of TikTok’s user demographic in Malaysia are those between the ages of 18 to 34 years old. From January to December 2024, the TikTok app was downloaded more than 10 million times in Malaysia.Although the risk disinformation and fake news is rife in social media, 67 percent of respondents in Malaysia said in a 2024 survey that it was their main source for news. Through the Malaysian Communication and Multimedia Commission (MCMC), the Malaysian government has been trying to curb the spread of false information by advising users and issuing clarification statements.
Emerging marketing tool
Because of the widespread user base, many businesses have turned their attention to popular social media platforms as a part of their brand strategies. They also invest in social media influencers to promote their brands. Facebook, YouTube, and Instagram are the three most popular social media networks among influencers in Malaysia.Advertising on social media is becoming more common to market a product. In 2024, it was estimated that the total advertising spending on social media in Malaysia reached more than 411 million U.S. dollars and is expected to continue to increase at around 8.4 percent CAGR. The high volume of content online, however, requires brands to be wary of the engagement rate of their social media advertising. Nevertheless, social media is one of the best ways to get consumers’ attention because of its reach and cost-effectiveness.
