Gen Z Media Consumption in Malaysia: How They Watch, Learn & Shop Online

In 2025, Gen Z Malaysians (aged 18 to 27) have redefined what it means to stay connected. They scroll for current events, stream for entertainment, learn through creators, and shop straight from their feeds with TikTok emerging as the centre of their daily media habits.

This spotlight zooms in on 284 Gen Z respondents from Vase.ai’s survey of 962 Malaysians, revealing how this generation watches, learns, and buys in the age of short videos and social discovery.

Here's What We'll Cover:

• 1. TikTok Is Gen Z’s Go-To for News and Current Events

• 2. Entertainment Means Endless Watching on TikTok and YouTube

• 3. Gen Z Has Many Online Tools for Learning, Topped by YouTube and TikTok

• 4. Gen Z Discovers Brands Through Social Feeds

• 5. 40% of Gen Z Spends the Most Time on TikTok, and Here’s What They Buy There

• 6. 🗂️ Full list of 24 questions and insights from the study

• Unlock the Full Media Consumption Dashboard

Note: The dashboard is only accessible via laptop or desktop. You can also view the full list of survey questions to explore how each insight was collected.

1. TikTok Is Gen Z’s Go-To for News and Current Events

🗣️ We Asked Malaysians Gen Z:

"Which platforms do you use most often to keep up with news and current events?"

• TikTok: 80%

• Instagram: 66%

• Facebook: 54%

💡 Tip: You can explore these insights in more detail using our Segmentation Analysis feature in the Insights Dashboard, which lets you filter results by generation including Gen Z, Millennials, and Gen X.

2. Entertainment Means Endless Watching on TikTok and YouTube

🗣️ We Asked Malaysians Gen Z:

"Which platforms do you use most often for fun and entertainment (videos, shows, memes, etc.)?"

• TikTok: 81%

• YouTube: 77%

• Instagram: 70%

💡 Tip: You can explore these insights in more detail using our Segmentation Analysis feature in the Insights Dashboard, which lets you filter results by generation including Gen Z, Millennials, and Gen X.

3. Gen Z Has Many Online Tools for Learning, Topped by YouTube and TikTok

🗣️ We Asked Malaysians Gen Z:

"Which platforms do you use most often to learn new skills or knowledge?"

• YouTube: 77%

• TikTok: 72%

• Instagram: 43%

💡 Tip: You can explore these insights in more detail using our Segmentation Analysis feature in the Insights Dashboard, which lets you filter results by generation including Gen Z, Millennials, and Gen X.

4. Gen Z Discovers Brands Through Social Feeds

🗣️ We Asked Malaysians Gen Z:

"Where do you usually come across new brands or products for the first time?"

• TikTok: 72%

• Instagram: 55%

• YouTube: 35%

💡 Tip: You can explore these insights in more detail using our Segmentation Analysis feature in the Insights Dashboard, which lets you filter results by generation including Gen Z, Millennials, and Gen X.

5. 40% of Gen Z Spends the Most Time on TikTok, and Here’s What They Buy There

🗣️ We Asked Malaysians Gen Z:

"Which types of products have you purchased after seeing them on your most-used platform?"

• Fashion / apparel / shoes: 71%

• Beauty / personal care: 64%

• Electronics / gadgets: 56%

💡 Tip: You can explore these insights in more detail using our Segmentation Analysis feature in the Insights Dashboard, which lets you filter results by generation including Gen Z, Millennials, and Gen X.

🗂️ Full list of 24 questions and insights from the study

Our dashboard explores how Malaysians consume, learn, and shop through media across four key areas.

Platform Usage

• Platforms most used to keep up with news and current events
• Platforms most used for videos, shows, memes, and entertainment
• Platforms most used for learning new skills or knowledge
• List of all platforms or media currently in use
• Platform where users spend the most time
• Number of days per week each platform is used
• Average daily time spent per platform

Content Engagement

• Type of content most frequently engaged with on each platform
  
• Maximum video length comfortable to watch on various platforms
  
• Main reason for using each platform
  

Advertising & Purchase Behavior

• Attitudes toward ads or sponsored content on each platform
  
• Whether a user has purchased after seeing a product on a platform
  
• How a platform influenced a user's purchase decision
  
• Types of products purchased after seeing them on platforms
  
• Maximum amount ever spent on a single purchase found via a platform
  
• Whether the largest purchase was a regular or exceptional spend
  

Trends & Discovery

• Media usage and behavior changes compared to the previous year
  
• Channels where new brands or products are most often discovered
  
• Typical reactions to festive advertisements on media platforms
  

Unlock the Full Media Consumption Dashboard

Want to explore every question and chart in detail?

Note: The dashboard is only accessible via laptop or desktop. You can also view the full list of survey questions to explore how each insight was collected.

 Related Media Consumption Topics

Media Consumption Behaviours Across Generations in Malaysia Report 

Gen Z Media Consumption in Malaysia

Millennials Media Consumption in Malaysia (Coming soon)

Gen X Media Consumption in Malaysia (Coming soon)

Quick Q&A: Gen Z’s Media Habits at a Glance

Ready to turn these insights into action?

Apply these findings to your next media strategy and see how a data-driven, audience-first approach can elevate engagement. Whether you’re planning content campaigns, designing cross-platform experiences, or refining messaging for different audiences, Vase.ai helps you test and validate your strategy with real-time feedback before launch.