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

Singapore Media Market Growth and Performance

• The Singapore media market size in 2024 stand at US$ XX.55 billion, alongside a forecasted CAGR of XX.3% from 2025 to 2033.
• The Singapore media industry recorded US$ XX.56 million in 2024.

Singapore Media Market Outlook

A Digitally Driven Landscape

The Singapore media industry is undergoing a dynamic transformation, fuelled by rapid digitization, AI integration, and evolving consumer behavior. Valued at billions of US dollars and growing steadily, the Singapore media market is shifting towards hyper-personalized, mobile-first, and immersive content experiences. As of 2025, the Singapore media sector has become a strategic pillar in the country’s digital economy, integrating next-gen technologies with cultural storytelling to drive engagement and monetization.

A combination of high internet penetration (exceeding 90%), widespread mobile and smart device ownership, and a highly connected population has catalyzed the rise of OTT, CTV, and digital-first platforms. Notably, the rise of connected TV (CTV) and programmatic advertising is reshaping ad spend strategies. With over 6.5% annual growth in CTV ownership across APAC, Singapore is emerging as a regional hub for shoppable media and AI-curated content distribution. As consumer demand for authenticity and personalized engagement grows, the media industry is adapting through innovations in data ethics, content creation, and media-tech collaboration.

Preferred Media Types: From OTT to AR-Driven Experiences

Consumers in Singapore are increasingly turning to OTT platforms, short-form videos, podcasts, and immersive media experiences for entertainment and information. This shift is largely driven by a digitally native population that values convenience, personalization, and cultural relevance. OTT platforms such as Netflix, Disney+, meWATCH, and Amazon Prime Video are popular across demographics, while local platforms like Channel News Asia and Mediacorp’s meLISTEN maintain strong audience loyalty through culturally rooted content.

Short-form videos dominate the digital space. TikTok, Instagram Reels, and YouTube Shorts lead the charge with daily user engagement exceeding 90 minutes, especially among Gen Z. The rapid adoption of live-stream shopping and social commerce on these platforms highlights a seamless blend of entertainment and e-commerce. Podcasts are on the rise, catering to on-the-go consumption habits with localized, niche storytelling. With over 50% of consumers listening weekly, podcasts provide a unique channel for brands to connect with younger, affluent audiences through organic and host-read advertising.

AI-enhanced content creation is another emerging trend. Media firms are leveraging machine learning to personalize user experiences, streamline production, and automate news and entertainment curation. This trend aligns with Singapore’s national AI strategy and positions the media sector as a testbed for ethical AI deployment in Southeast Asia.

Consumer Behavior & Local Content Affinity

Singaporeans consume media for an average of 6 to 6.5 hours daily, with a clear preference for mobile-first content formats. The high smartphone penetration rate—exceeding 90%—makes mobile the dominant gateway to digital content. With disposable incomes averaging over US$25,000 annually and a tech-savvy youth demographic, consumers are willing to pay for value-added services, though price sensitivity remains outside urban clusters.

Local content continues to enjoy strong support. Programs that highlight Singaporean culture, societal issues, and regional pride resonate deeply with audiences. Shows like “The Diam Diam Era” and “Kin” exemplify how cultural storytelling drives emotional engagement. Government initiatives such as Infocomm Media Development Authority’s (IMDA) Public Service Broadcast Contest and support for vernacular media reinforce the role of local content in nation-building.

Major Media Players: Strategies in a Fragmented Market

Singapore’s media ecosystem is characterized by a mix of global giants and innovative local players. Mediacorp, the national media network, has adopted a freemium OTT model through its meWATCH and meLISTEN platforms, targeting both domestic and overseas audiences. It focuses on local drama, multilingual storytelling, and youth engagement strategies. SPH Media, operating platforms like The Straits Times and Lianhe Zaobao, is doubling down on digital subscriptions, data-driven editorial strategies, and AI-powered content personalization. International players like Netflix, YouTube, and Disney+ continue to invest in Southeast Asian content to expand their local user base. Sky Media and regional competitors such as Viu are expanding through exclusive K-drama partnerships, celebrity marketing, and premium bundles. These go-to-market strategies are designed to capture young adult segments who demand high-quality, ad-free entertainment across devices.

The Creator Economy & Social Media Influence

Influencer marketing is no longer supplementary—it is central. Platforms like TikTok, YouTube, and Instagram have empowered creators to shape public discourse and brand narratives. Over 80% of Singaporeans follow at least one influencer, and creators are influencing purchasing decisions, particularly in fashion, health, and technology. The deinfluencing trend is gaining traction, with influencers now promoting transparency and pushing back against over-commercialized content. Campaigns like IKEA’s Proudly Second Best have found resonance with authenticity-driven consumers, especially Gen Z. Livestream shopping is taking off, combining entertainment with commerce. Local creators are collaborating with brands on Instagram Live and TikTok to host product demos, offer exclusive deals, and drive impulse purchases. The synergy between creators and e-commerce platforms like Shopee and Lazada is redefining digital retail experiences in Singapore.

Government Support & Policy Landscape

Singapore media sector enjoys strong institutional support. IMDA’s initiatives to develop local media talent, promote inclusive storytelling, and support public service content play a crucial role. The SG Digital Scholarship and Public Service Media Fund are empowering next-gen creators to produce impactful, diverse narratives. Moreover, Singapore’s balanced approach to data privacy—enshrined in the Personal Data Protection Act (PDPA)—ensures consumer trust while enabling innovation in AI, programmatic ads, and user tracking. This regulatory clarity gives media firms the confidence to scale and experiment responsibly.

*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]

Singapore Media Market Scope