Thailand has emerged as the world’s second-largest user base for TikTok, with over 80% of internet users engaging with the platform each month, far surpassing the global average of 30%.

According to the latest Digital 2025: July Statshot report, Southeast Asia now accounts for nearly a quarter of TikTok's global advertising audience, making it the platform's largest ad-viewing region.

Thailand also ranked ninth globally in terms of advertising reach on TikTok.

The popularity of social media and influencer marketing in Southeast Asia is pivotal to brand engagement in the region, where consumers are highly active across multiple platforms for research and brand interaction.

Content that is humorous, entertaining, and potentially viral holds strong appeal for the region’s audience, influencing the shift in marketing strategies toward more interactive, enjoyable content.

The data highlights that Southeast Asian internet users spend more time watching online videos each week than the global average.

In the Philippines, users watch over 20 hours of video weekly, half of which consists of short-form clips like TikToks and Reels.

YouTube remains the largest global platform in terms of monthly active users, with Southeast Asia being a key contributor to its success.

Countries such as the Philippines and Vietnam lead in user engagement.

Social media influencers also have a significant impact, with over 20% of Southeast Asian internet users following influencers and regularly watching their content.

Platforms like Instagram, TikTok, and Facebook play a vital role in brand research.

More than 80% of Vietnamese and Indonesian users research brands on social media, demonstrating the platforms' influence on consumer decisions.

Facebook continues to lead as the primary source of social media-driven web traffic, especially in Indonesia, where it accounts for over 90% of referrals.

Messaging app preferences vary across the region, with WhatsApp dominating in Malaysia, Indonesia, and Singapore, while Messenger leads in the Philippines, Thailand, and Vietnam.

Southeast Asia also has the world’s largest share of Messenger ad audiences.

Telegram, though less widely used globally, enjoys greater popularity in Southeast Asia, especially in Malaysia and Indonesia, where monthly usage approaches two-thirds of internet users.

Key highlights from the report include the fact that Southeast Asians use more social platforms than the global average, with Malaysians leading globally in platform engagement, and over half of Indonesian internet users being monthly X (formerly Twitter) users.