Stat: Southeast Asia is TikTok’s largest advertising audience

Asia – Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report. Thailand leads with more than 80% of the population using TikTok monthly – more than double the global average.

The report from We Are Social and Meltwater reveals that most Southeast Asians watch more online video content each week than the global average of 11 hours and 39 minutes. In the Philippines, users spend more than 20 hours a week watching online videos, with half of that time dedicated to TikToks and Reels. YouTube remains the most widely used video platform globally, with Southeast Asian countries – notably the Philippines (86.2%) and Vietnam (85%) – leading the way.

Social platforms are also central to brand discovery. More than 80% of Vietnamese and Indonesians use them for research, followed by Malaysians and Filipinos. Facebook drives more than 70% of global referral traffic, spiking to 90% in Indonesia.

In Gen Z in Indonesia, we analysed young Indonesians’ high engagement with local influencers and content creators who represent their aspirations and cultural identity, as relatability becomes a key social media currency.