Music listening in Southeast Asia is driven by consumer routines and the platforms that distribute audio and video. The region’s streaming scale varies by market—Indonesia leads with 47 million users—while Vietnam and Thailand also maintain very large listener bases. Demand trends are visible in cross-border growth, and monetization differences show up in streaming ARPU. Policies like Vietnam’s 10% VAT on most services can affect subscription pricing and affordability.
Key Takeaways
- 26% of ASEAN respondents said they listen to music daily in a 2022 consumer survey
- 3.2x growth in K-pop music consumption in Southeast Asia from 2019 to 2023 based on YouTube view growth reported by industry analytics (2019 baseline, 2023 comparison)
- Indonesia is the largest music streaming market in Southeast Asia with 47 million users (2023 estimate)
- Vietnam has 21 million music streaming users (2023 estimate)
- Indonesia’s music streaming ARPU was US$2.20 in 2023 (average revenue per user, monthly basis)
- Thailand’s music streaming ARPU was US$1.80 in 2023 (average revenue per user, monthly basis)
- Philippines’ music streaming ARPU was US$1.40 in 2023 (average revenue per user, monthly basis)
- Vietnam’s VAT rate is 10% for most goods and services, affecting digital music subscriptions
Daily music listening is up across ASEAN, while Southeast Asia’s streaming growth is led by Indonesia and soaring K pop consumption.
Related reading
01 · Category
User Adoption1 stats
01
26% of ASEAN respondents said they listen to music daily in a 2022 consumer survey
Interpretation
User Adoption Interpretation
In 2022, 26% of ASEAN respondents said they listen to music daily, showing that daily listening is already a meaningful share of user adoption in the region.
02 · Category
Industry Trends10 stats
01
3.2x growth in K-pop music consumption in Southeast Asia from 2019 to 2023 based on YouTube view growth reported by industry analytics (2019 baseline, 2023 comparison)
02
Indonesia is the largest music streaming market in Southeast Asia with 47 million users (2023 estimate)
03
Vietnam has 21 million music streaming users (2023 estimate)
04
Thailand has 18 million music streaming users (2023 estimate)
05
Philippines has 22 million music streaming users (2023 estimate)
06
Singapore has 5.2 million music streaming users (2023 estimate)
07
Malaysia has 9 million music streaming users (2023 estimate)
08
Vietnam’s music industry digital market grew at a 9.6% CAGR from 2019 to 2023 (GMV basis)
09
Global ad-supported streaming subscription growth was 13.4% year-over-year in 2023 to 2024 (streaming accounts, not necessarily music-only)
10
Southeast Asia accounted for 9.0% of Spotify’s global listeners in 2023 (regional share)
Interpretation
Industry Trends Interpretation
Industry Trends point to a fast-rising consumption curve, with K-pop music intake in Southeast Asia growing 3.2x from 2019 to 2023 on YouTube views while streaming user bases are already massive across key markets like Indonesia with 47 million users in 2023 and Vietnam with 21 million.
More related reading
03 · Category
Performance Metrics13 stats
01
Indonesia’s music streaming ARPU was US$2.20in 2023 (average revenue per user, monthly basis)
02
Thailand’s music streaming ARPU was US$1.80in 2023 (average revenue per user, monthly basis)
03
Philippines’ music streaming ARPU was US$1.40in 2023 (average revenue per user, monthly basis)
04
Singapore’s music streaming ARPU was US$5.10in 2023 (average revenue per user, monthly basis)
05
Malaysia’s music streaming ARPU was US$2.60in 2023 (average revenue per user, monthly basis)
06
Vietnam’s music streaming ARPU was US$1.10in 2023 (average revenue per user, monthly basis)
07
Meta (Facebook/Instagram) enabled ad reach of 74.3% of the population in Thailand in 2024
08
Meta (Facebook/Instagram) enabled ad reach of 67.1% of the population in Indonesia in 2024
09
Meta (Facebook/Instagram) enabled ad reach of 72.2% of the population in Philippines in 2024
10
Meta (Facebook/Instagram) enabled ad reach of 79.5% of the population in Vietnam in 2024
11
Meta (Facebook/Instagram) enabled ad reach of 78.1% of the population in Malaysia in 2024
12
Meta (Facebook/Instagram) enabled ad reach of 86.2% of the population in Singapore in 2024
13
Spotify reported 226 million monthly active users worldwide in Q4 2023
Interpretation
Performance Metrics Interpretation
From a performance-metrics perspective, Singapore leads with a 2023 music streaming ARPU of US$5.10 per month, far above Vietnam’s US$1.10 and the region’s general lower ranges, showing how revenue performance per listener varies sharply across southeast Asian markets.
04 · Category
Cost Analysis1 stats
01
Vietnam’s VAT rate is 10% for most goods and services, affecting digital music subscriptions
Interpretation
Cost Analysis Interpretation
Vietnam’s 10% VAT on most goods and services means digital music subscriptions are likely to carry a noticeable tax-driven cost premium, underscoring how government tax policy directly shapes consumer costs in the cost analysis lens.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Marie Larsen. (2026, February 13). Southeast Asia Music Industry Statistics. Gitnux. https://gitnux.org/southeast-asia-music-industry-statistics
MLA
Marie Larsen. "Southeast Asia Music Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/southeast-asia-music-industry-statistics.
Chicago
Marie Larsen. 2026. "Southeast Asia Music Industry Statistics." Gitnux. https://gitnux.org/southeast-asia-music-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+15 additional datasets cited (not shown individually)