Gen Z leads digital entertainment consumption

On June 5, digital entertainment technology company Appota officially announced the report "Vietnam Digital Entertainment Demand 2024 - 2025" with many valuable findings and strategic perspectives on this rapidly growing market.

The report is the result of cooperation between Appota and SOI.Pro - a reputable market research unit, built on the basis of synthesizing data from user surveys, market reports and in-depth analysis from a team of experts. The report focuses on analyzing prominent trends such as favorite entertainment types, popular platforms, willingness to pay for digital content, and the increasing influence of AI on consumer behavior. At the same time, the report also provides forecasts until the end of 2025 and strategic recommendations to help businesses seize opportunities and optimize products and services in the digital age.

According to the report, Gen Z leads the way in digital entertainment consumption. Spending an average of 5–7 hours a day, Gen Z is the generation that consumes the most digital entertainment in Vietnam today. They prioritize TikTok (58 minutes a day) and mobile games (26 minutes a day) – two types of media that are both interactive and offer a highly personalized experience.

Brands, advertisers and publishers need to focus on prime time and personalize content to differentiate.

Millennials (26–40 years old): use 3–5 hours/day, with a balance between OTT and social networks; of which 38% are still loyal to Facebook.

Gen X/Baby Boomers: 1–2 hours/day, mostly passively watching movies and listening to music. Alpha (under 13): consumes content via tablet/TV, often with family.

At the same time, short videos and mobile games dominate prime time. The peak time from 7pm to 11pm sees the highest traffic on digital entertainment platforms. Among them, TikTok, YouTube Shorts, and Facebook Reels are the most used short video platforms.

Mobile gaming continues to maintain its appeal, especially with men aged 18–35, with average playtime increasing steadily through 2024.

Streaming platforms such as Netflix, VieON,FPT Play still maintain a stable number of users but face competitive pressure from free videos and content-integrated social networks.

Notably, although paid models are starting to develop, Vietnamese people still tend to prioritize free platforms with YouTube and TikTok leading in usage. Zing MP3 and NhacCuaTui are popular choices for listening to free music. Spotify and Netflix have lower penetration due to the habit of saving money on digital content.

However, the trend towards paying is starting to take shape, particularly through the freemium model – users accept ads or pay to unlock unlimited content.

With more than 60 million mobile internet users, Vietnam is becoming a key market for digital entertainment platforms and content publishers.

Young users actively choose platforms, content and experiences. Brands, advertisers and publishers need to focus on prime time and personalize content to differentiate.

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