Amanda Siddharta
Research expert covering Malaysia
Streaming in Malaysia - statistics & facts
Through technology, consumers in Malaysia can now access thousands of movies and songs in the comfort of their homes or on their smartphones while on the go. Modes of entertainment have gone mainly digital, and the streaming segment plays a big part in the digital media industry in Malaysia. Altogether, the video-on-demand and digital music segments contributed more than 290 million U.S. dollars in revenue of the digital media market in Malaysia in 2023.
Netflix, the world’s largest streaming service, is also leading the video streaming market in Malaysia, with around 33 percent of market share in 2022. Despite price increases and the company’s crackdown on password sharing on different households, with an extra member now having to pay an additional 13 Malaysian ringgit (3 U.S. dollars), Netflix is still the most popular SVoD platform for Malaysians. Moreover, the monthly subscription fee of Netflix in Malaysia was still one of the cheapest in Asia Pacific.
The music streaming market in the country is dominated by Spotify. The Swedish company also led the audio streaming global market with the largest share of subscribers as of 2023. In the same year, the Spotify app was downloaded more than 2.3 million times in Malaysia, far ahead in the number of downloads compared to other mobile music apps like YouTube Music and Apple Music.
While both the video and audio streaming markets hold potential in Malaysia, higher prices on almost all goods and services including basic necessities might pose a challenge. A 2023 survey showed that the majority of Malaysians would cut back on leisure or entertainment to cope with inflation, and subscription-based streaming service falls under this category.
Netflix takes the lead in the Malaysian SVoD market
Subscription video-on-demand (SVoD) or video streaming is a rapidly growing market in Malaysia. In a 2024 survey, around 58 percent of Malaysian consumers subscribed to SVoD services. Whether it is to uncover a plot twist on the latest K-Drama series or laugh at the mischief caused by Malaysia’s most famous cartoon twins, Upin and Ipin, Malaysians spent on average nearly three hours daily watching or streaming television. Streaming services have become a necessity for the convenience of quick entertainment in modern daily lives. The SVoD market in Malaysia was forecast to be worth more than 229 U.S. dollars by 2027.Netflix, the world’s largest streaming service, is also leading the video streaming market in Malaysia, with around 33 percent of market share in 2022. Despite price increases and the company’s crackdown on password sharing on different households, with an extra member now having to pay an additional 13 Malaysian ringgit (3 U.S. dollars), Netflix is still the most popular SVoD platform for Malaysians. Moreover, the monthly subscription fee of Netflix in Malaysia was still one of the cheapest in Asia Pacific.
Spotify hits Malaysian music streaming charts
Although not as big as its video counterpart, the music streaming market in Malaysia recorded an estimated revenue of more than 50 million U.S. dollars in 2023. Malaysian consumers also like the convenience of listening to their favorite singers or bands through streaming services. On average, people in Malaysia spent around one and a half hours daily to listen to music via streaming platforms or applications.The music streaming market in the country is dominated by Spotify. The Swedish company also led the audio streaming global market with the largest share of subscribers as of 2023. In the same year, the Spotify app was downloaded more than 2.3 million times in Malaysia, far ahead in the number of downloads compared to other mobile music apps like YouTube Music and Apple Music.
While both the video and audio streaming markets hold potential in Malaysia, higher prices on almost all goods and services including basic necessities might pose a challenge. A 2023 survey showed that the majority of Malaysians would cut back on leisure or entertainment to cope with inflation, and subscription-based streaming service falls under this category.
