Gen Z leads the consumption of digital entertainment.

On June 5th, Appota, a digital entertainment technology company, officially released its report "Vietnam's Digital Entertainment Demand 2024-2025," presenting valuable findings and strategic perspectives on this rapidly growing market.

This report is the result of a collaboration between Appota and SOI.Pro – a reputable market research firm – built on a synthesis of data from user surveys, market reports, and in-depth analysis from a team of experts. The report focuses on analyzing prominent trends such as preferred entertainment types, popular platforms, willingness to pay for digital content, and the increasing influence of AI on consumer behavior. Simultaneously, the report provides forecasts up to the end of 2025 and strategic recommendations to help businesses seize opportunities and optimize their products and services in the digital age.

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

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

Millennials (26–40 years old): spend 3–5 hours/day, balancing between OTT and social media; of which 38% remain loyal to Facebook.

Gen X/Baby Boomers: use devices for 1–2 hours per day, primarily passively watching movies and listening to music. Alpha (under 13 years old): consume content via tablets/TVs, usually with family.

Meanwhile, short videos and mobile games dominate prime time. The peak hours from 7 PM to 11 PM see the highest levels of traffic on digital entertainment platforms. TikTok, YouTube Shorts, and Facebook Reels are among the most used short video platforms.

Mobile games continue to maintain their appeal, especially among men aged 18–35, with average playtime steadily increasing in 2024.

Streaming platforms like Netflix, VieON, andFPT Play maintain a stable user base but face competitive pressure from free video and social media platforms that integrate content.

Notably, despite the development of paid platforms, Vietnamese consumers 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 rates due to the habit of saving money on digital content.

However, a paid trend is beginning to emerge, particularly through the freemium model – where users accept ads or pay to unlock unlimited content.

With over 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 themselves.

Yellow River

Source: https://doanhnghiepvn.vn/kinh-te/kinh-doanh/lua-tuoi-gen-z-dan-dau-tieu-dung-giai-tri-so/20250605043935482