In Malaysia, short-form videos continue to dominate digital content, with users spending an average of 62 minutes daily on platforms like TikTok and Instagram Reels in 2026. Small businesses increasingly leverage these formats to reach targeted audiences, with 78% adopting video ads as part of their marketing mix. The platform preference remains TikTok, capturing nearly half of the market share, due to its engaging and viral content capabilities.
Investment in video marketing has surged, reaching approximately RM 1.2 billion, reflecting the country's digital marketing maturation. Engagement rates remain robust, averaging 7.8%, indicating strong viewer interaction and content effectiveness. As Malaysian consumers and brands embrace short-form videos, the sector is poised for further growth, driven by technological advancements and increasing internet penetration.