Insights

What the data says. And what it means.

Data, interpretation, then what it means for strategy. Every entry is sourced and dated.Sourced, dated data and what it means.

Latest data

Malaysia online, 2024 to 2026.

Almost everyone is online. Reach is spread across more platforms than one budget can cover, so each one needs a clear job.Almost everyone is online. Each platform needs a clear job.

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Usage35.4MInternet users98% of Malaysians · up from 33.59M in 2024

Usage30.7MSocial media identities85% of the population

Ad spendRM9.54BAd market, 2025 (RM)+6.4% year on year · MAGNA forecast

Ad spend77%Of ad spend is digitalSocial 41% · search 24% (2024)

Audience reach Advertising reach in Malaysia by platform, millions

2024 (Jan 2024)
2025 (Jan 2025)
2026 (Oct 2025 data)

23.6M

YouTube-2%

23M

Facebook+3%

30.7M

TikTok*+7%

16.1M

Instagram+3%

10M

LinkedIn*+28%

Ad reach is what each platform tells advertisers it can reach, not monthly active users. *TikTok counts adults 18+ only and its reported reach swings between years; LinkedIn counts registered members.Ad reach as reported by each platform. *TikTok: adults 18+. LinkedIn: members.

View as a table

Platform	2024	2025	2026	2024→2026
YouTube	24.1M	25.1M	23.6M	-2%
Facebook	22.35M	23.1M	23M	+3%
TikTok (adults 18+ only; the platform's reported reach swings between years)	28.68M	19.3M	30.7M	+7%
Instagram	15.7M	15.5M	16.1M	+3%
LinkedIn (registered members, not active users)	7.8M	9.1M	10M	+28%

Sources: DataReportal Digital 2024, 2025 and 2026: Malaysia; MAGNA via Kenanga Research (Bernama) and Marketing Magazine Asia, Jan 2026. All sourcesSources: DataReportal, MAGNA. All sources

Malaysia study

Malaysia online, 2024 to 2026.

Internet users, platform reach, streaming TV, print, Google Search and ad spend in Malaysia, with what the shifts mean for your plan.Platforms, TV, print, search and ad spend in Malaysia.

8 October 2026 · 4 min read

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In this piece

Internet users: 33.6M to 35.4M
LinkedIn grew fastest: +28%
Pay-TV homes: 77.0% to 67.1%
Google: 91.3% of search
Ad market 2025: RM9.54bn, 77% digital

Malaysia market lens