Short Video Boom in Southeast Asia: Market Size and Future Potential

Short Video Boom in Southeast Asia: Market Size and Future Potential

In recent years, Southeast Asia has become one of the fastest-growing markets for short video content. Platforms like TikTok, Instagram Reels, and YouTube Shorts are no longer just for entertainment—they’re now driving commerce, influencing culture, and shaping digital economies. The combination of a young, mobile-first population, affordable smartphones, and improved internet infrastructure has turned short videos into a daily habit for millions. But what’s behind this boom, and what does the future hold for this dynamic market?

Why Short Videos Are Growing So Fast in Southeast Asia

1. Mobile-First Population
   Southeast Asia has one of the youngest populations globally. Countries like Indonesia, the Philippines, and Vietnam have median ages in the 20s and early 30s. This digital-native generation prefers consuming fast, visually engaging content on their smartphones.

2. Affordable Internet Access
   Thanks to cheaper data plans and expanded 4G (and increasingly, 5G) coverage, people across both urban and rural areas can now easily watch videos on the go. This accessibility has helped platforms grow user bases quickly in countries like Thailand, Malaysia, and Myanmar.

3. Creativity and Culture
   Short videos allow users to showcase creativity with trends, challenges, and humor that fit their local cultures. From Indonesian dance trends to Thai food reviews, Southeast Asian creators have found global audiences through relatable, creative content.

4. Algorithmic Discovery
   Unlike traditional social media, platforms like TikTok use algorithms that push content to users based on interests, not just followers. This means that even a creator with few followers can go viral overnight, attracting new talent to the space.

Market Size and Value

According to industry reports, Southeast Asia’s digital economy is expected to reach over $300 billion by 2025, with a significant portion driven by video content consumption. In 2023, TikTok alone recorded over 240 million users across Southeast Asia, with Indonesia being its second-largest market globally after the U.S.

Advertising spend on short videos is also surging. Brands now recognize that younger audiences are spending more time scrolling through short videos than watching TV or browsing websites. In Thailand, for example, short video advertising spend grew by over 35% year-on-year in 2024, a trend reflected in neighboring countries as well.

E-commerce is another key growth driver. Short video content is merging with online shopping, giving rise to "shoppertainment"—a format where influencers demonstrate products in quick, engaging clips. Platforms like TikTok Shop have already changed the way people in Southeast Asia discover and buy products online.

Future Potential: What’s Next?

1. Social Commerce Explosion
   Expect short videos to increasingly drive online sales. Brands will continue investing in influencer collaborations, product demonstrations, and flash-sale promotions via short clips. This trend will be especially strong in Indonesia, Vietnam, and the Philippines, where e-commerce is booming.

2. More Localized Content
   As competition among platforms intensifies, expect more support for local languages, regional creators, and culturally relevant content. This localization will make platforms even more attractive to users across different parts of Southeast Asia.

3. AI and AR Integration
   Short videos are becoming more interactive with augmented reality (AR) filters, AI-driven recommendations, and smarter editing tools. Expect platforms to roll out more features to help creators produce professional-quality content with minimal effort.

4. Monetization for Creators
   To keep creators engaged, platforms will continue developing monetization tools—like tipping, paid subscriptions, or exclusive content. More Southeast Asian creators are likely to turn their hobby into full-time careers as a result.

5. Rise of Local Platforms
   While global giants dominate today, local startups may enter the market with niche or language-specific platforms, particularly in markets like Vietnam and Indonesia. Governments in some countries may also encourage local alternatives for economic or regulatory reasons.

Challenges to Watch

• Regulatory Uncertainty: As governments tighten rules on online content, platforms must navigate different national regulations around censorship, copyright, and data privacy.

• Content Saturation: With so many creators competing for attention, standing out is getting harder. Successful content will increasingly depend on originality and professional-quality production.

• Monetization Gaps: While top creators are making money, many smaller creators still struggle to earn a sustainable income from short videos. Addressing this gap will be key to long-term growth.

Conclusion

The short video boom in Southeast Asia is more than just a passing trend—it’s reshaping the region’s digital landscape. With a young, creative population and increasing internet access, short-form video platforms have tapped into a powerful cultural and economic force. For brands, creators, and investors, the opportunities are just beginning.

As technology advances and digital ecosystems mature, Southeast Asia’s short video scene will likely remain one of the most exciting and fastest-evolving markets in the world.