2025 Media Trends in Singapore & Malaysia: What’s Changing and How Brands Should Respond
Did you know?
In 2025, Gen Z audiences in Singapore and Malaysia spend more time consuming media than sleeping. And they’re not alone—Millennials, Gen X, and even Baby Boomers are increasingly active across digital platforms, especially short-form video.
Our latest report reveals how audiences across generations engage with content differently, what platforms dominate their attention, and how brands can align their strategies to win in this evolving landscape.
Here’s a sneak peek into the most compelling insights:
Key Insights from the Report
1. Gen Z spends more time “scrolling” than sleeping
In both Singapore and Malaysia, Gen Z spends 33% of their weekly time on media, while sleep accounts for just 27%. This generation expects brands to be always present—always-on engagement is no longer optional.
2. Social media leads in both frequency and engagement
Audiences spend over 7 hours a week on social media. It’s not just about time—it’s about attention. Personalized feeds and interactive features boost retention, making it the most engaging media type today.
3. Malaysia loves short videos, Singapore leans toward news
Our regional comparison shows that Malaysia tops the charts in short-form video consumption, while Singaporeans spend more time on online press and long-form reading.
4. Short-form video is no longer just for Gen Z
While Gen Z leads video consumption, Millennials, Gen X, and even Boomers are actively watching short-form content. Music, food, comedy, and tutorials are popular across all age groups.
5. Mobile games dominate, but PC/Console gamers are more invested
Although mobile gaming sees higher playtime, PC/console gamers are more engaged, more likely to purchase in-game items, and more active in online communities.
Want the full picture?
The complete 2025 Media Habits report includes:
1. Cross-generational media behavior breakdown
2. Platform usage by frequency and session duration
3. Top-performing content formats across video, social, gaming, and audio
4. Actionable strategies to target each age group effectively
5. Region-specific insights for Singapore and Malaysia
Scan now to unlock the full report!
