Indonesia led with revenues of $264 million, followed by Thailand, the Philippines, Singapore, and Malaysia, according to The Vietnam Music Landscape report by RMIT University Vietnam.
Vietnam’s digital music market was smaller than its game livestreaming industry, estimated at $72 million last year.
The country’s over-the-top media market, where digital products are delivered directly to consumers over the internet, was estimated at over $1 billion.
Global research firm Statista expects Vietnam’s digital music market to expand to $74.47 million by 2030, supported by expanding streaming services and local content creation.
In the number of users, its digital music market is expected to rank fourth in Southeast Asia by 2030 at 12.57 million, meaning people will spend an average of $5.44.
In comparison, the average in Singaporean and the Philippines are expected to be $45.38 and $14.52.
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Performers seen in a concert in April 2025. Photo by VnExpress/Quynh Tran |
RMIT’s research shows that users typically spend between one and two hours a day listening to music, with the most common listening time being from 8 p.m. to 10 p.m.
The most frequently used platforms are YouTube, TikTok and Spotify, all foreign-owned. The two domestic platforms, Zing MP3 and Nhac Cua Toi, rank only fifth and seventh.
The live performance market is also expanding, with 810 music events held last year and more than half of them attracting at least 1,000 attendees.
“Packed audiences of tens of thousands of fans provide the clearest evidence of the appeal and consumption capacity of Vietnam’s music market,” RMIT said.
South Korean singer G-DRAGON, for example, attracted 100,000 during his two nights of shows in November, while Vietnamese singer My Tam had 40,000 fans coming for a concert in December.
