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And in October 2024, Meta announced plans to roll out Meta AI in several countries in the region鈥攊ncluding the Philippines, Indonesia, Malaysia, Thailand, and Vietnam. Additionally, it plans to add support for regional languages like Tagalog, Thai, and Vietnamese. Nations in Asia-Pacific balance safety guardrails with innovation-driving guidelines.

The new policy introduces a demand shock for international markets鈥攑articularly the EU and emerging Asia-Pacific markets like China, Vietnam, Indonesia, and Thailand, while Latam appears less exposed to reciprocal penalties. Inflationary pressures are expected to hit the US especially hard, squeezing real incomes and weighing on consumer spending.

The Southeast Asia coverage in the Global Media Intelligence Report includes poll results from Indonesia, Malaysia, Singapore, Thailand, and Vietnam.

Worldwide sub OTT viewership will grow 3.5% in 2025 thanks to a decent bump from major population centers like Indonesia, Brazil, and India. But most countries won鈥檛 reach even that modest mark, as sub OTT鈥檚 core markets (in North America and Western Europe) are extremely saturated and won鈥檛 see many new viewers.

Export-driven nations鈥攕uch as China, Vietnam, Indonesia, Thailand, and key EU markets鈥攎ay face major hurdles as high volumes of US-bound goods encounter new barriers. Companies relying on these supply routes are battling rising costs and increased supply chain risks.

In Indonesia, the subregion鈥檚 largest ecommerce market, less than half (47.2%) of the population will be digital buyers in 2027鈥攖he second-lowest among the six countries. Shopee is the dominant ecommerce platform in Indonesia, with roughly 45% market share in 2024, nearly double that of second-place Tokopedia鈥檚 GMV in 2024.

The UK (30.7%), Indonesia (28.9%), South Korea (28.3%), and Norway (21.4%) are the standouts besides China. The US will rank in the top 10 at 16.9% but won鈥檛 reach the 20% mark until 2029. The digital buyer total worldwide will reach a major milestone this year. More than 3 billion people will buy something online in 2025.

India is slowly climbing the list, and Brazil and Indonesia are jockeying for 10th place. Besides those standouts, the story has not changed much in recent years鈥攁nd won鈥檛 change much going forward. Click here to view our full forecast for retail ecommerce sales, by country. Our country-level forecasts now cover 97.6% of global ecommerce sales.

Amid global economic gloom, Asia-Pacific remains a region of digital opportunities in 2023, highlighted by the increasing momentum of the metaverse in China, surging retail sales in India, and burgeoning livestream commerce in Indonesia.

TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.