Share of consumers using an online subscription service SEA 2024, by category

Published by Thuy D., Jul 3, 2025

According to a survey conducted in Southeast Asia from June to August 2024, around three-quarters of respondents in Southeast Asia reported that they subscribed to media and entertainment services. In comparison, around 12 percent of respondents said that they subscribed to dating services.

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Share of consumers subscribing to an online subscription service in Southeast Asia in the last 12 months as of August 2024, by category

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Release date

October 2024

Region

Asia

Survey time period

June to August 2024

Number of respondents

2,400 respondents

Age group

18-77 years

Special properties

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 subscription service categories have you subscribed to in the last 12 months?”

Examples of the categories:

  • Media and entertainment: Netflix, Spotify, and Apple Music
  • Online courses and services: Curiosity, Nord VPN, and Google Drive
  • Health, wellness, and food: Gym memberships, Headspace, and meal kits
  • Pets: Food, toys, and gadgets
  • News and literature: The New York Times, Audible, and Kindle Unlimited
  • Dating: Tinder Gold

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