Vietnam's social media market is experiencing profound changes accelerated by the pandemic, according to YouGov's latest Vietnam Media Outlook report. Based on in-depth interviews with 2,369 respondents nationwide, the study reveals new patterns in digital media consumption, emerging trends, and generational differences that are reshaping the country's media landscape.
Digital Consumption: Pandemic Acceleration and Future Prospects
The COVID-19 pandemic has significantly impacted various aspects of Vietnamese society, restricting traditional consumption scenarios like travel, dining, and tourism while challenging mental health. However, the crisis has also created opportunities, objectively accelerating Vietnam's digital media development as consumers shift more time and energy to online activities.
Vietnamese consumers increased social media interactions by 69%, while website and app browsing rose by 66%. Consumption of streaming music (Spotify, Pandora, Amazon Music), online magazines, and video streaming services (Netflix, Amazon Prime, Disney+) all grew by over 40% compared to pre-pandemic levels. These figures clearly demonstrate digital media's essential role in Vietnamese consumers' lives.
YouGov predicts Vietnam's media usage will maintain its growth trajectory in 2022, particularly in video-on-demand and podcast/radio sectors, which show significant potential. With improving internet infrastructure and rising smartphone penetration, Vietnam's digital media market appears poised for robust expansion.
Generational Divides: Diverse Digital Consumption Patterns
The report highlights striking generational differences in digital media consumption. Generation Z dominates music streaming platforms like Spotify, while millennials prefer video streaming content such as Netflix movies and series. Baby boomers, Generation X, and millennials show greater interest in video-on-demand services that allow flexible viewing schedules.
These variations reflect distinct preferences and lifestyles across age groups, requiring businesses and marketers to develop targeted strategies that address different consumer segments.
Emerging Digital Formats: The Rise of Audio and Video Streaming
Beyond traditional social media and online news, new digital consumption formats are gaining traction in Vietnam:
Radio and Podcasts
Approximately 40% of Vietnamese audiences listen to radio via mobile devices, demonstrating the medium's enduring relevance. Podcasts have grown particularly popular, with 70% of respondents reporting podcast consumption in 2021. Lifestyle, comedy, news/politics, education, and entertainment podcasts attract the most listeners, primarily among Generation Z users who value podcasts for information, entertainment, and learning.
Music Streaming
Vietnam's music streaming market continues strong growth in 2022, with generational preferences emerging clearly. Generation Z favors rap/hip-hop, while older listeners prefer folk and classical music, suggesting platforms must diversify content to serve different age groups.
Video Streaming
Streaming video and non-live TV services saw sustained growth during the pandemic. Baby boomers and Generation Z show the highest likelihood of using video-on-demand services in 2022. While YouTube dominates free platforms, paid services like Netflix are expanding their market share, indicating growing demand for premium, personalized content.
Digital News and Magazines
Digital news audiences continue growing in 2022, with frequent news consumers demonstrating strong digital preferences. However, traditional news websites face challenges retaining readers due to limited reading time, while non-news platforms like Facebook offer more convenient, social reading experiences.
Strategic Implications
Vietnam's rapidly evolving digital media market presents both challenges and opportunities for businesses and marketers. Key recommendations include:
- Developing generation-specific strategies that address distinct age group preferences
- Exploring emerging channels like podcasts and streaming services to expand brand reach
- Enhancing content quality to meet consumer demands for information and entertainment
- Optimizing user experience through improved interfaces and faster loading times
- Strengthening social media engagement to build brand loyalty
By understanding Vietnam's digital media trends and consumer behaviors, businesses can better navigate this dynamic market and achieve sustainable growth.