From Print to Pixels: Understanding Media Consumption Preferences in Southeast Asia

In this era of unprecedented technological advancements, the media landscape has been significantly transformed, with the emergence of digital platforms increasingly challenging the dominance of traditional media. The Southeast Asian region, a vibrant tapestry of cultures and traditions, is also witnessing a dynamic shift in how people consume news. To take a pulse of these shifting sentiments, Blackbox and ADNA spoke to over 9,000 respondents across key ASEAN markets—Singapore, Malaysia, Philippines, Thailand, Vietnam, and Indonesia. Here’s what we found:

News Consumption Patterns in Southeast Asia

Recent data reveals fascinating insights into the news consumption patterns of Southeast Asian audiences. When asked about their preferred devices for consuming the latest news, 34% of respondents made laptops or PCs the number one choice, followed by 33% who prefer to use mobile phones, with TV the primary choice for 22% of respondents. The usage of print media and radio for news consumption is significantly lower, with 18% and 6% of respondents respectively choosing these traditional mediums. Taken together, the declining popularity of TV, print news and radio — all formats that can be replicated on a laptop or handheld device — is perhaps an indicator why these formats are king.

Interestingly, there are notable variations in news consumption preferences among different Southeast Asian countries. Malaysians, Filipinos, and Indonesians show a strong inclination towards mobile phones as their top choice for news consumption, with 44%, 40%, and 41% respectively favouring this platform. In contrast, Singaporeans, Thais, and Vietnamese exhibit a higher preference for laptops or PCs, with 39%, 44%, and 34% respectively favouring this mode of news consumption.

News Sites and TV Trump Print and Social Media

When asked about the platform that best suits their preferences for news and information, 28% of Southeast Asians overall opted for online news sites. This trend was more pronounced among Singaporeans, with 43% selecting online news sites as their preferred medium. Interestingly, YouTube emerged as the top pick for 25% of Vietnamese respondents, while television remained the preferred medium for 36% of Indonesians.

Social Media Not Yet Totally Trusted for News

Despite the perceived growing influence of social media as a news source, a substantial 77% of Southeast Asians either somewhat disagreed or strongly disagreed with the statement, "I much prefer to pick up my news via social media than having to bother going to news sites." This sentiment indicates that a significant portion of the population still values the authenticity and credibility of traditional news sites and may perceive social media as a less reliable source. The Philippines was a notable outlier here, with over half of Filipinos (51%) actually agreeing with the statement! Thais are also more likely than elsewhere in Southeast Asia to rely on social media for news, with 33% agreeing with the statement.

Furthermore, 75% of all Southeast Asian respondents disagreed with the statement, "There is no point paying for or subscribing to news services as you can get all of it for free on social media." This suggests that a considerable portion of the population still recognizes the value of reputable news sources and is willing to consider paying for quality journalism. But here, too, Filipinos bucked the overall trend — with the majority (57%) agreeing that journalism is not worth paying for, followed by 35% of Thais. Considering the responses from Filipinos and Thais to both these questions, it would be interesting to find out whether the driving factor is a higher-than-normal trust in social media, or a higher-than-normal distrust in traditional media.

Moreover, contrary to many reports suggesting that TikTok has become a prominent news leader for a large audience, our study does not support this claim. Merely 13% of all Southeast Asians surveyed elected TikTok as their choice for news consumption, and there were noticeable disparities among countries. Specifically, only 4% of Singaporeans and 6% of Malaysians preferred TikTok for news, while 25% of Filipinos and 22% of Thais showed a higher inclination towards the platform.

These findings reinforce the preceding paragraph, which highlighted that Filipinos and Thais tend to place more trust in social news sources. However, it is essential to note that TikTok's overall influence as a news medium appears to be relatively limited across the entire Southeast Asian region based on our study results.

Key Insights: Navigating Southeast Asia's Media Landscape

The digital revolution has undeniably transformed the way news is consumed in Southeast Asia. While traditional media remains relevant and significant, digital media, especially online news sites and social media platforms, have gained substantial traction among the region's audiences. The preferences for news consumption vary across countries, with some leaning towards mobile phones and others favouring laptops or PCs.

What will be heartening for many is that despite the emergence of social media as a news source, most Southeast Asians still prioritise the credibility and reliability of traditional news sites. This suggests that trust in established media organizations remains vital for maintaining an informed and discerning audience. But in an increasingly polarised world politically — with media outlets themselves often at the heart of the culture wars — this may become increasingly difficult to ensure.

The media landscape will continue to evolve, and it is crucial for media outlets to adapt their strategies to meet the diverse preferences of Southeast Asian audiences. A balanced approach that embraces both digital and traditional media can ensure a comprehensive and inclusive dissemination of news and information to cater to the needs of all consumers in the region.

This is the latest piece in an ongoing content series on media consumption habits and preferences in Southeast Asia. For assistance in devising a strategic vision that aligns with your media outreach goals, reach out to us at connect@blackbox.com.sg