Malaysia Media Market Size and Forecast by Media Channel, Content Type, Revenue Model, Consumer Type, and Device Type: 2019-2033

Malaysia Media Market Growth and Performance

• The revenue forecast for the Malaysia media market in 2024 stands at an estimated US$ X.22 billion.
• Furthermore, projections indicate that the market is poised for sustained growth, with an anticipated annual growth rate of XX.21% from 2024 to 2032, as denoted by the Compound Annual Growth Rate (CAGR 2024-2032).

Malaysia Media Market Outlook

As Malaysia accelerates its digital transformation in 2025, the media industry is experiencing an era of profound change. With a GDP per capita exceeding US$13,000 and a growing middle-class population, the nation's economic maturity is fueling higher consumption of digital services, including media. Rapid urbanization, improved digital infrastructure, and government-backed initiatives such as MyDigital are laying the groundwork for a robust and innovation-driven media ecosystem. The Malaysia media market is rapidly shifting from traditional formats to digital-first platforms, powered by high-speed internet access and widespread smartphone adoption.

Malaysia’s media industry is also beginning to make its mark on the global stage through media exports. From locally produced films and drama series gaining traction on international streaming services to multilingual news coverage resonating with diaspora audiences, Malaysia is asserting its creative capabilities globally. Government incentives and co-production treaties are further positioning Malaysia as a regional content hub in Southeast Asia. As the country builds on these strengths, the Malaysia media industry is poised for continued growth, led by a digitally engaged audience and an increasingly export-ready content production environment.

Digital First Approach: Embracing the New Norm

The digital revolution has firmly established itself in Malaysia. With internet penetration exceeding 90%, the media sector is catering to a tech-savvy audience. Platforms like TikTok, Instagram, and YouTube have become primary news sources for younger demographics, while websites and apps remain relevant for older, tech-literate audiences. Newsrooms have adopted a digital-first approach, focusing on real-time updates, multimedia content, and interactive storytelling to engage readers.

This shift is not merely about platform preference but reflects a broader change in content consumption habits. Audiences demand immediacy, interactivity, and personalization, prompting media companies to innovate continuously. The integration of artificial intelligence (AI) and automation is enhancing operational efficiency and user experience. From automated news generation to personalized content curation, technology is enabling media companies to better understand audience behavior and deliver targeted, engaging content.  

Subscription Models: Navigating Revenue Streams

As traditional advertising revenues decline, Malaysian media outlets are exploring subscription-based models to sustain quality journalism. Platforms like The Star and Malaysiakini have introduced paywalls, offering in-depth analysis and investigative journalism to build loyal subscriber bases.  

While challenges remain in convincing users to pay for content, niche reporting and value-added services are showing promise. The success of these models hinges on delivering unique, high-quality content that audiences cannot find elsewhere. Additionally, monetization through pop-up ads has become prevalent, with 90% of news portals relying on them for extra income.

Local Content: A Cultural Resonance

Local content continues to resonate strongly with Malaysian audiences. Astro Malaysia, the country's largest pay-TV provider, reports that local content accounted for 77% of viewing in the past year, up from 75%. The company is focusing on cost reduction and increasing local content to revive its fortunes amidst declining profits. By reallocating resources from international content expenses, Astro aims to lower consumer prices and enhance customer engagement.  

This emphasis on local content reflects a broader trend of cultural pride and the desire for relatable narratives. Audiences seek stories that mirror their experiences, languages, and values, prompting media companies to invest in local productions and talent development.?

Regulatory Reforms: Balancing Freedom and Responsibility

Media freedom in Malaysia has been a contentious issue, with laws like the Sedition Act criticized for stifling press freedom. However, 2025 marks a significant shift with the passing of the Malaysian Media Council (MMC) Bill on February 26. The establishment of the MMC aims to foster an independent, multi-stakeholder regulatory and accountable media ecosystem. By setting ethical standards, implementing a grievance and dispute resolution mechanism, and promoting professional development, the MMC seeks to uphold journalistic integrity and public trust. ?

Additionally, new regulations require social media platforms with over eight million users to obtain a license by January 2025. While platforms like WeChat and TikTok have secured licenses, others like Meta Platforms are in the process, raising concerns about clarity and potential impacts on innovation. ?

Social Media & Creators: The Rise of Influencer Economy

The influence of social media and content creators continues to grow in Malaysia. Platforms like TikTok, Instagram, and YouTube are not only entertainment sources but also significant channels for news and brand engagement. The rise of independent and alternative media outlets, such as Says.com and Cilisos, reflects a growing appetite for relatable, irreverent content. These platforms thrive on trust and transparency, offering fresh perspectives often absent in mainstream media.  

The creator economy is also expanding, with influencers leveraging their platforms for brand partnerships and monetization. This trend underscores the importance of authenticity and community engagement in content creation. Brands are increasingly collaborating with creators to reach targeted audiences, blending marketing with storytelling.?

Major Players & Strategies: Navigating a Competitive Landscape

Malaysia's media landscape features a mix of international and local players employing diverse strategies to capture market share.?

• Astro Malaysia: Focusing on cost reduction and increasing local content, Astro aims to revive its fortunes amidst declining profits. The company plans to use savings from reducing international content expenses to lower consumer prices. AI is also being explored to enhance news integrity and content censorship.
• The Star: As the largest paid English newspaper in Malaysia, The Star has introduced paywalls to sustain quality journalism. The platform continues to adapt to digital trends while maintaining its conservative editorial stance.  
• Malaysiakini: An independent online news portal, Malaysiakini offers content in multiple languages and has implemented subscription models to support its operations. The platform is known for its investigative journalism and commitment to press freedom.

These players, among others, are navigating a competitive landscape by embracing digital transformation, diversifying revenue streams, and investing in local content.

*Research Methodology: This report is based on DataCube’s proprietary 3-stage forecasting model, combining primary research, secondary data triangulation, and expert validation. [Learn more]

Malaysia Media Market Scope