The newly released 2024−2025 Digital Entertainment Demand Report shows that Vietnamese users spend an average of 120 minutes per day watching long-form content on OTT platforms and nearly 60 minutes on TikTok short videos.

Published by Appota, the report aggregates data from various sources and reflects information collected from January 2024 to March 2025 across Vietnam, covering both free and paid markets.

Data from sources such as DemandSage, AsiaPac, Decision Lab, Kadence, and Q&M indicate that Vietnamese users devote the most screen time to OTT films (120 minutes). Video remains the most consumed form of digital entertainment, with short-form content like TikTok averaging 58 minutes and long-form YouTube videos 70 minutes daily. Digital music follows closely at 45 minutes, while gaming and livestream gaming content receive only about 26 minutes. Overall, users are balancing long and short content, favoring video and music formats.

According to Statista, Vietnam’s digital media market revenue is expected to reach 1.013 billion USD by 2025, with a projected compound annual growth rate (CAGR) of 7.97% from 2025 to 2027, hitting 1.181 billion USD by 2027.

DataRe-portal reports that 79.1% of Vietnam’s population will be internet users in 2024, positioning it as a high-potential market due to its youthful demographic and strong internet adoption.

In online video, GWI notes that services like YouTube, Netflix, VieON, K+, and FPT Play account for over 50% of TV viewing time in Vietnam, with a clear shift toward OTT.

In the digital music sector, figures from the Ministry of Culture, Sports and Tourism show Vietnam's music industry revenue reached nearly 40 million USD in 2024. This market is projected to grow to 66.37 million USD by 2025.

E-commerce is also booming. According to Vietnam's Department of E-commerce and Digital Economy, the sector is expected to grow by 18−25% annually. Its 2024 market size is forecast to exceed 25 billion USD, up 20% from 2023, accounting for 9% of total retail and service sales. Cashless payment methods are growing over 50% annually, placing Vietnam at the forefront in Southeast Asia. Livestream and video shopping trends are significantly driving this growth.

In online media, revenue from Vietnam's information and communications sector is expected to reach approximately 167 billion USD in 2024, up 13.2% from 2023. The sector’s CAGR is projected at 15% from 2023 to 2025, reaching 7 billion USD in 2025.

In the gaming industry, domestic game revenue reached 507 million USD in 2023, with an additional 200 million USD from exports. More than 54.6 million players contributed to this total. By 2024, total revenue is projected to exceed 655 million USD. Vietnam ranks fifth in Southeast Asia for gaming revenue, trailing Indonesia, the Philippines, Thailand, and Malaysia. Mobile game downloads surpassed 130 million, generating over 290 million USD.

Globally, digital entertainment is experiencing strong growth, driven by broadband internet, smart devices, and technologies like AI, virtual reality (VR), and augmented reality (AR). The sector encompasses streaming video, video games, digital music, and interactive social media content.

PwC’s Global Entertainment & Media Outlook 2024−2028 forecasts that the global entertainment and media industry, including digital entertainment, reached a value of 2.8 trillion USD in 2023 and will grow to 3.4 trillion USD by 2028, with a CAGR of 3.9%.

OTT video services such as Netflix, YouTube, and Disney+ are surging, with global OTT revenue projected to reach 100.5 billion USD by 2028, up from 69.3 billion USD in 2023 (CAGR 7.4%).

Video games are the largest segment, generating around 227 billion USD globally in 2023, with steady growth expected through mobile gaming and eSports.

Digital advertising, especially ad-supported video-on-demand (AVOD), is projected to grow at a CAGR of 14.1% by 2028, making up about 28% of total global streaming revenue.

Le My