Vietnam Media Market Size | 2019-2033

Vietnam Media Market Growth and Performance

• Vietnam media market size is expected to witness substantial growth in the coming years, expanding at a CAGR of XX.77% to achieve market value of US$ XXX.4 million by 2033.
• The media industry in Vietnam stood at US$XXX.9 million in 2024.

Vietnam Media Market Outlook

Evolving with Economic Growth and Digital Transition

The Vietnam media industry is undergoing a profound transformation fueled by increasing digitalization, economic momentum, and evolving consumer behavior. While state-owned platforms such as Vietnam Television (VTV) and Vietnam News Agency (VNA) still wield significant influence, independent digital platforms are increasingly challenging the status quo. The rise of smartphones and high-speed internet has paved the way for a mobile-first, always-connected consumer culture—redefining how media is consumed in urban and rural Vietnam alike.

The country’s expanding middle class, bolstered by a GDP per capita of approximately US$4,300 in 2024, has led to greater discretionary income, yet affordability still plays a key role in shaping digital media consumption. Paid subscriptions to media platforms remain modest in comparison to regional peers, directly impacting the Average Revenue Per User However, freemium content models and ad-driven platforms are driving broader market access, particularly among younger, tech-savvy demographics.

The Vietnam media sector is also witnessing a rise in media export revenue, with localized dramas and Vietnamese music gaining traction across diasporic communities and global streaming platforms. Platforms like YouTube and Netflix now host Vietnamese titles with multilingual subtitles, helping Vietnamese content cross borders and bringing revenue inflows that support content production and platform reinvestment.

State of Media Consumption

Vietnamese consumers today gravitate toward online news portals, video streaming services, and social media, with platforms like VnExpress, Zing News, and Tuoi Tre leading the digital news arena. According to 2024 statistics, over 70% of Vietnamese internet users access news via mobile phones, and platforms like YouTube, Facebook, and TikTok serve as hybrid entertainment-news ecosystems.

A marked preference for short-form videos and interactive formats reflects a shift toward content formats aligned with mobile use. This trend is most pronounced among Gen Z and Millennials who now represent the majority of media consumers. These younger groups demand both entertainment and socio-political commentary through quick, shareable, and often influencer-driven formats—bringing creators and social media personalities to the forefront of the media content chain.

Local content continues to dominate, with a growing appetite for Vietnamese-language series, music, and culture-centric reality shows. The government's push for cultural preservation and digital transformation aligns with this trend, encouraging more domestic production to meet local tastes while competing with international media.

Influencers, Independent Voices, and Platform Strategies: Shaping the Vietnam Media Industry Ecosystem

The Vietnam media industry ecosystem thrives on a unique blend of centralized regulation and entrepreneurial innovation. Content creators and influencers play an outsized role in shaping viewer preferences and driving platform traffic. Platforms like TikTok have enabled micro-creators and local influencers to amass millions of followers, offering native advertising, product placements, and real-time audience engagement.

Major media brands, including VTV, Zing News, and Tuoi Tre, are adopting differentiated go-to-market strategies. While traditional outlets expand their digital footprints through responsive apps and social media tie-ins, digital-native platforms focus on content personalization and AI-driven recommendation engines. For instance, Zing News recently rolled out a predictive content curation engine in early 2024 aimed at tailoring reading lists based on user sentiment and previous behavior.

International media brands, although restricted by Vietnam’s foreign media investment policies, partner with local players or operate through licensed content distribution. Netflix, for instance, expanded its Vietnamese catalog in Q1 2024, collaborating with local studios to produce original Vietnamese series to tap into rising local content demand. The integration of creator-driven commerce, as seen in TikTok’s Vietnam strategy, mirrors similar success stories in Indonesia. Live shopping features and influencer-led campaigns are now key growth drivers in the media-commerce convergence in Vietnam.

Resilience Through Localization and Digital Maturity

As the Vietnam media sector navigates economic fluctuations and regulatory oversight, its future will hinge on localization, creator-led engagement, and digital monetization models. The number of paid users will grow steadily, provided platforms continue offering value-driven subscriptions bundled with local content and exclusive features. ARPU is expected to rise incrementally as consumer trust and platform loyalty strengthen over time.