According to a survey conducted in Southeast Asia from June to August 2024, YouTube users spent about 40 percent of their time on the platform consuming influencer and celebrity content. In comparison, LinkedIn and Facebook users spent around a fifth of their time on these platforms consuming influencer and celebrity content.
Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform
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Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform
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the survey was conducted in Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines with 400 respondents from each country.
Method of interview
Online survey
Supplementary notes
Original question: "What kind of accounts do you consume the most content from on social media platforms?"
Survey respondents allocated 100 time units for each platform across several types of accounts: friends and family, influencers and celebrities, brands and retailers, other individuals, and other organizations.
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Cube. (October 15, 2024). Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform [Graph]. In Statista. Retrieved May 05, 2025, from https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. "Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform." Chart. October 15, 2024. Statista. Accessed May 05, 2025. https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. (2024). Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform. Statista. Statista Inc.. Accessed: May 05, 2025. https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube. "Share of Time Spent on Influencer and Celebrity Content on Select Social Media Platforms in Southeast Asia as of August 2024, by Platform." Statista, Statista Inc., 15 Oct 2024, https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
Cube, Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform Statista, https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/ (last visited May 05, 2025)
Share of time spent on influencer and celebrity content on select social media platforms in Southeast Asia as of August 2024, by platform [Graph], Cube, October 15, 2024. [Online]. Available: https://www.statista.com/statistics/1537549/sea-share-of-time-spent-on-influencer-content-by-platform/
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