What Malaysians Watch: Content Trends & Insights

Unpacking Malaysia’s Evolving Media Consumption in the Digital Age

Introduction

In the heart of Southeast Asia, Malaysia’s diverse culture is reflected not just in its languages and food, but also in its content consumption habits. Whether it’s binge-watching K-dramas, following local influencers, or tuning into YouTube for cooking tips, Malaysians are increasingly turning to digital platforms to watch, learn, and be entertained. With over 30 million internet users in the country as of 2023, understanding what Malaysians watch can unlock key opportunities for content creators, marketers, and brands.

This article delves into current content consumption trends in Malaysia, providing insights backed by data and offering tips on how businesses can leverage these trends effectively.

1. The Rise of Video Streaming Platforms

Malaysians have made video-on-demand (VOD) services a staple of their entertainment diet. Platforms like Netflix, iQIYI, Viu, Astro GO, and Disney+ Hotstar Malaysia dominate the scene.

Popular Genres:

• K-Dramas and C-Dramas (driven by strong fan bases)

• Local Malay dramas and telemovies

• Crime thrillers, anime, and sci-fi

• Reality shows and documentaries

🎥 According to Statista, revenue in Malaysia’s video streaming segment is expected to reach USD 224.5 million in 2025, with user penetration approaching 20%.

Astro, Malaysia’s long-standing TV provider, has successfully adapted by integrating digital streaming via Astro GO, providing subscribers with flexible on-the-go access to TV and streaming content.

2. YouTube: The King of All Screens

YouTube remains Malaysia’s most used platform across age groups. From product reviews to religious sermons, mukbangs to how-to tutorials—YouTube caters to a vast variety of tastes.

Top Types of Content:

• Music videos (K-pop, local artists like Siti Nurhaliza)

• Vlogs and lifestyle content

• Education and edutainment

• Gaming content and e-sports

📈 A report by DataReportal shows that 93% of internet users in Malaysia aged 16 to 64 watch online videos each week, placing YouTube far ahead of traditional television in terms of engagement.

YouTube creators such as Jaa Suzuran, Isa Isarb, and Aisar Khaled have carved massive followings, showcasing how local voices resonate strongly in a multicultural society.

3. TikTok and Short Video Dominance

TikTok’s meteoric rise in Malaysia has transformed how people consume content—short, viral, and mobile-friendly. Gen Z and millennials dominate the platform, though older demographics are catching up.

Trending Content Types on TikTok Malaysia:

• Comedy skits and parody videos

• Lip-syncing and dance challenges

• Motivational and religious content

• Food reviews and cooking hacks

• Political satire and citizen journalism

📱 TikTok Malaysia continues to work with creators under their #SapotLokal campaign to promote local brands and culture.

Brands and agencies now use TikTok as a core marketing tool due to its unmatched engagement and algorithmic reach.

4. Facebook and Instagram Video Still Matter

While TikTok and YouTube capture younger audiences, Facebook and Instagram continue to be relevant among urban adults and professionals. Reels, Facebook Watch, and Live videos have carved a niche in product discovery and lifestyle promotion.

Content That Performs Well:

• Product unboxings and reviews

• Fashion try-ons and OOTD content

• Parenting tips and family vlogs

• Religious or spiritual storytelling

📣 According to MCMC’s Internet Users Survey, over 84% of Malaysians still actively use Facebook, while Instagram usage is above 65% in urban centers.

5. Content Trends by Language and Demographics

Malaysia’s unique multi-ethnic landscape results in distinct content preferences across language groups:

• Malay-speaking audience: Favors local dramas, dakwah (Islamic preaching), celebrity gossip, and TikTok trends

• Mandarin/Cantonese-speaking audience: Engages with Hong Kong dramas, Chinese YouTubers, and family lifestyle content

• English-speaking audience: Tends toward Western pop culture, news, productivity content, and tech reviews

This diversity gives rise to niche content creators and multilingual platforms catering to specific groups. Platforms like SAYS, The Vocket, and World of Buzz curate trendy content in multiple languages.

6. Livestreaming and Influencer-Led Commerce

The integration of e-commerce with live content is another key trend. Live selling on TikTok Shop, Shopee Live, and Facebook Live has revolutionized product discovery and impulse buying.

Popular Categories for Live Commerce:

• Beauty and skincare

• Fashion and hijab styling

• Gadget reviews and flash sales

• Home appliances and furniture

🛍️ According to iPrice Group, Malaysian online shoppers increasingly follow influencers and streamers for product recommendations.

7. Podcasts and Audio Content on the Rise

While not as dominant as video, podcasts and Spotify audio content are growing, especially among professionals and commuters. Topics gaining traction include:

• Personal finance

• Entrepreneurship

• True crime

• Mental health

• Islamic education

🎧 Spotify Malaysia reports rising local podcast listenership, with shows like “Mamak Sessions” and “Keluar Sekejap” gaining loyal fanbases.

8. Implications for Brands and Marketers

For businesses and marketers, understanding these trends is key to building impactful campaigns.

Key Takeaways:

• Video content must be central to any digital strategy.

• Localization (language, tone, cultural cues) significantly improves engagement.

• Leverage micro-influencers who resonate with niche communities.

• Tap into short-form and live video formats to drive real-time interactions.

• Consider podcast sponsorships or co-creation with local creators.

Explore local media and influencer platforms like:

• Influencer Asia

Conclusion

Malaysians are voracious consumers of digital content—across screens, genres, and languages. From viral TikToks to faith-based YouTube series, and Netflix binges to live shopping events, their preferences are dynamic and data-rich.

For content creators, marketers, and brands, staying attuned to these content trends is no longer optional—it’s a strategic necessity. Whether you’re building brand loyalty or launching a product, crafting content that reflects what Malaysians watch is the key to visibility and trust in this vibrant market.Malaysia-Agent.com