Streaming services have become the go-to source of online entertainment for internet users in Vietnam. For the highly connected population, content streaming of all kinds, from music to movies, is now the norm for media enthusiasts of all ages. Amidst the COVID-19 pandemic in 2021, movie and music streaming were the second-most popular online activities among Vietnamese internet users, thanks to the accessibility and availability of streaming services compared to other leisure activities during lockdowns. According to forecasts, the use of these services will continue to increase in Vietnam, as will the revenue they generate.
Music streaming is also popular among Vietnamese internet users. As with video content, YouTube was the top-of-mind service for music streaming among all generations in the country in 2022. At the same time, homegrown services Zing and NhacCuaTui accounted for fair shares of usage by online music listeners. Meanwhile, when it comes to music, Vietnamese Generation Z used YouTube noticeably less than other generations while being the only generation to use other international streaming services such as SoundCloud and Spotify.
Streaming is more than just online entertainment in Vietnam
Streaming has not only reshaped the way content is delivered but also offered opportunities for content creators and viewers to better interact with each other. For instance, among the gamer community in Vietnam, many spent hours watching fellow gamers broadcasting themselves playing online games weekly. Live streaming, often on social media platforms, has seen a boost in usage among Vietnamese people in recent years. This form of streaming allows instant interaction among the content creator and the audiences. As a result, it has been adopted by businesses, brands, and influencers for various applications, from connecting to their followers to live-selling products. To give an example, the number of social commerce orders via live streaming grew by over 100 percent during the COVID-19 pandemic in Vietnam. Streaming thus has the potential to expand its application to segments other than just online entertainment and media in the future.
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