Shocking Digital Trends of 2025 – Where Screen Time Surpasses Sleep
Malaysians are spending a staggering 8 hours and 13 minutes daily on the internet, far exceeding the global average of 6 hours and 38 minutes, according to Meltwater and We Are Social’s Digital 2025 report.
With nearly a third of their day devoted to digital consumption, brands must rethink engagement strategies to tap into this ever-expanding online ecosystem.
Social Media Dominates, But TikTok Takes the Crown
Social media is a major part of Malaysians’ online habits, with users aged 16+ spending 2 hours and 46 minutes daily on these platforms.
Malaysians aren’t just scrolling—they’re engaging across an average of 8.12 platforms per month, making them one of the most diversified social media users globally.
And if you thought TikTok’s grip was loosening, think again.
Active TikTok users on Android in Malaysia spend a jaw-dropping 42 hours and 44 minutes per month on the app—beating the global average of 34 hours and 56 minutes.
This cements TikTok’s dominance as the go-to platform for entertainment, product discovery, and even education.
Video Reigns Supreme—But TV is Losing Ground
Despite spending 2 hours and 45 minutes daily on TV content, Malaysians are increasingly favouring streaming over traditional linear TV.
A significant 44.7% of TV time is spent on streaming services, while nearly 95.5% of Malaysians watch online videos weekly, primarily for education and entertainment.
Breaking it down further:
8% watch online music videos weekly
3% consume how-to and educational videos
Only 27.9% watch influencer content—challenging the assumption that influencers drive most video views
For marketers, this shift means brands need to move beyond traditional advertising and embrace content that educates, informs, and entertains.
Social Networks: The New Shopping Malls
E-commerce is booming, and Malaysians aren’t just clicking “buy” blindly.
A staggering 62.9% purchase online weekly, with 59.3% of those transactions happening on mobile.
But before making a purchase, 61.8% of Malaysians research brands online, and more than half (53.5%) use social media to inform their decisions.
Globally, search engines still hold the top spot for product research (51%), but social networks are catching up fast (46.1%).
This presents an opportunity for brands to optimise their social commerce strategies and ensure they’re present where consumers are actively making purchase decisions.
Digital Ad Spend Skyrockets—Where’s the Money Going?
The numbers don’t lie—brands are pouring more money into digital than ever before.
Global digital ad spend hit US$1.1 trillion in 2024, with US$790 billion dedicated to online channels, a 10.3% increase from 2023.
Social media advertising alone saw a 15% rise year-on-year, reaching US$243 billion, while influencer marketing continued to surge with a 14% increase, bringing total annual investment to US$35 billion.
The message is clear: brands that fail to adapt to the digital shift will be left behind.
AI & ChatGPT: Reshaping the Digital Experience
AI is no longer just a buzzword—it’s shaping the way Malaysians interact online.
ChatGPT emerged as the top AI-powered app, with over a quarter billion monthly active users between September and November 2024.
Its mobile app was also among the world’s most downloaded, proving that consumers are increasingly integrating AI into their daily digital habits.
For brands, this signals a need to embrace AI-driven strategies, whether through chatbots, automated content creation, or personalised marketing experiences.
The Future of Digital in Malaysia: What’s Next?
With Malaysians spending more time online than ever, the challenge for brands is clear: how do you stand out in a world where attention spans are shrinking, and competition is at an all-time high?
Prioritise short-form and educational content: Malaysians love video, but they want substance over fluff. How-to guides, tutorials, and interactive formats will drive engagement.
Invest in social commerce: With over half of internet users researching brands on social media before buying, platforms like Instagram, Facebook, and TikTok will be critical.
Leverage AI for smarter marketing: From personalised recommendations to AI-driven customer interactions, integrating AI will separate the winners from the laggards.
As Toby Southgate, Global CEO at We Are Social, puts it, “Social is where brands can win or lose—it’s central to brand discovery, consumer engagement, and commerce.”
The key for businesses?
Stay agile, stay relevant, and create conversations worth joining.
