Kuala Lumpur, Malaysia
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Audience

We are born inside the engine of culture.
We don’t trend. We transcend.

Malay

Malay

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Malay

Malay

The Malay community forms the largest ethnic group in Malaysia and represents the core audience in most cultural and social contexts.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News Global Affairs, Sports News, Lifestyle, Tech
  • Gempak- Lifestyle, Entertainment News, Trends
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • SYOK – Music & Radio Streaming, Podcast
  • Rasa- Recipe, Food Guides
  • Media Hiburan- Celebrities News

Audience Size

17,000,000

Media Consumption:

  • 55% On Video Streaming
  • 27% On Audio Streaming
  • 78% Watches Television
  • 50% On Podcast
  • 54% On Social Media

Top Content Consumption:

  • Music
  • Computer & Technology
  • Fashion & Beauty
  • Home & Family
  • Food & Beverages
  • Sports & Recreation
Chinese

Chinese

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Chinese

Chinese

As Malaysia’s second-largest ethnic group, Chinese Malaysians balance tradition and modernity, prioritizing education, career success, and family values to secure future generations.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

10,000,000

Media Consumption:

  • 62% On Video Streaming
  • 35% On Audio Streaming
  • 42% Watches Television
  • 52% On Podcast
  • 70% On Social Media

Top Content Consumption:

  • Personal Finance
  • Business
  • Computer & Technology
  • Home & Garden
  • Travel
  • Fitness & Exercise
Indian

Indian

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Indian

Indian

As one of Malaysia’s major ethnic communities, Malaysian Indians uphold rich traditions while embracing modern opportunities, prioritizing education, career growth, and family values for a better future.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Ulagam- Entertainment News, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates

Audience Size

10,000,000

Media Consumption:

  • 77% On Video Streaming
  • 50% On Audio Streaming
  • 61% Watches Television
  • 66% On Podcast
  • 43% On Social Media

Top Content Consumption:

  • Entertainment
  • Pets
  • Computer & Technology
  • Personal Finance
  • Travel
  • Outdoor Activities
T15

T15

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T15

T15

Elite earners prioritize status, innovation, and premium experiences at home and abroad.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle

Audience Size

5,800,000

Media Consumption:

  • 75% On Video Streaming
  • 45% On Audio Streaming
  • 53% Watches Television
  • 42% On Podcast
  • 84% On Social Media

Top Content Consumption:

  • Home & Family
  • Personal Finance
  • Health & Wellness
  • Automobiles
  • Travel
  • Sports & Recreation
T20

T20

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T20

T20

High-income professionals and business leaders focused on financial success, exclusivity, and emerging technologies.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

14,000,000

Media Consumption:

  • 58% On Video Streaming
  • 27% On Audio Streaming
  • 42% Watches Television
  • 53% On Podcast
  • 67% On Social Media

Top Content Consumption:

  • News
  • Home & Family
  • Computer & Technology
  • Fashion & Beauty
  • Travel
  • Sports & Recreation
M40

M40

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M40

M40

Upwardly mobile earners focused on progress, affordable luxuries, and careful financial planning.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

11,000,000

Media Consumption:

  • 73% On Video Streaming
  • 42% On Audio Streaming
  • 55% Watches Television
  • 60% On Podcast
  • 81% On Social Media

Top Content Consumption:

  • Business
  • Home & Garden
  • Computer & Technology
  • Fashion & Beauty
  • Travel
  • Fitness & Exercise
B40

B40

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B40

B40

Malaysia’s lower-income group focused on affordability and stability

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Media Hiburan- Celebrities News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

4,600,000

Media Consumption:

  • 79% On Video Streaming
  • 53% On Audio Streaming
  • 53% Watches Television
  • 64% On Podcast
  • 89% On Social Media

Top Content Consumption:

  • Pets
  • Entertainment
  • Computer & Technology
  • Personal & Technology
  • Travel
  • Outdoor Activities
Gen Z

Gen Z

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Gen Z

Gen Z

Digitally native youths valuing authenticity, inclusivity, sustainability, and on- demand content shaping their connected lifestyles.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Media Hiburan- Celebrities News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

8,800,000 

Media Consumption:

  • 70% On Video Streaming
  • 36% On Audio Streaming
  • 58% Watches Television
  • 63% On Podcast
  • 77% On Social Media

Top Content Consumption:

  • Pets
  • Entertainment
  • Computer & Technology
  • Personal & Technology
  • Business
  • Sports & Recreation
Millennials

Millennials

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Millennials

Millennials

Career-driven and family-oriented, Millennials seek balance, self-improvement, and meaningful, relatable media content.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

8,500,000 

Media Consumption:

  • 72% On Video Streaming
  • 51% On Audio Streaming
  • 56% Watches Television
  • 72% On Video Games
  • 79% On Social Media

Top Content Consumption:

  • Pets
  • Sports & Recreation
  • Fashion & Beauty
  • Home & Garden
  • Travel
  • Fitness & Exercise
Gen X

Gen X

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Gen X

Gen X

Practical and independent, Gen X values stability, favoring news, business insights, and family-focused content.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

12,000,000

Interest:

  • 67% On Video Streaming
  • 33% On Audio Streaming
  • 48% Watches Television
  • 32% On Podcast
  • 75% On Social Media

Top Content Consumption:

  • Pets
  • Business
  • Computer & Technology
  • Home & Garden
  • Family & Children
  • Personal Finance
Baby Boomers

Baby Boomers

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Baby Boomers

Baby Boomers

Health-conscious and family-oriented, Baby Boomers value stability, trust, and detailed news, finance, and health content.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

7,300,000 

Media Consumption:

  • 78% On Video Streaming
  • 49% On Audio Streaming
  • 52% Watches Television
  • 48% On Podcast
  • 86% On Social Media

Top Content Consumption:

  • Entertainment
  • Business
  • Health & Wellness
  • Personal Finance
  • Travel
  • Fitness & Exercise
Young Working Adult

Young Working Adult

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Young Working Adult

Young Working Adult

Young professionals seeking growth value convenient, engaging, and informative content matching their fast-paced lifestyles.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle

Audience Size

15,000,000 

Media Consumption:

  • 61% On Video Streaming
  • 30% On Audio Streaming
  • 44% Watches Television
  • 61% On Video Games
  • 70% On Social Media

Top Content Consumption:

  • Careers
  • Health & Wellness
  • Computer & Technology
  • Fashion & Beauty
  • Travel
  • Sports & Recreation
Student

Student

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Student

Student

Navigating between academics, social life, and personal growth, out student audience, aged 18 to 25, are highly adaptable and tech-savvy individuals. Driven by aspirations for a successful future, they seek flexibility and convenience in all aspects of life.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

10,000,000

Media Consumption:

  • 72% On Video Streaming
  • 43% On Audio Streaming
  • 50% Watches Television
  • 42% On Video Games
  • 67% On Social Media

Top Content Consumption:

  • Careers
  • Education
  • Computer & Technology
  • Personal Finance
  • Outdoor Activities
Soloist

Soloist

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Soloist

Soloist

Driven and self-reliant, Soloists thrive on new experiences, personal growth, and control over their own path.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • sooka- Movie Streaming, Entertainment

Audience Size

13,000,000 

Media Consumption:

  • 67% On Video Streaming
  • 36% On Audio Streaming
  • 47% Watches Television
  • 49% On Video Games
  • 58% On Social Media

Top Content Consumption:

  • Pets
  • Entertainment
  • Computer & Technology
  • Personal Finance
  • Travel
  • Sports & Recreation
The Dynamic Duo

The Dynamic Duo

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The Dynamic Duo

The Dynamic Duo

Ambitious young couples valuing smart spending, quality investments, and balanced, experience-driven lifestyles.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Persona Pengantin- Beauty, Wedding, Relationship
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

11,000,000

Media Consumption:

  • 68% On Video Streaming
  • 38% On Audio Streaming
  • 46% Watches Television
  • 36% On Podcast
  • 78% On Social Media

Top Content Consumption:

  • Personal Finance
  • Computer & Technology
  • Pets
  • Real Estate
  • Travel
  • Fitness & Exercise
Little Steps Advocates

Little Steps Advocates

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Little Steps Advocates

Little Steps Advocates

Caring and budget-conscious, young parents seek trusted, practical products and resources for their children’s growth.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XMingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • SPa&Ma- Parenting, Pregnancy & Birth, Child, Development, Family
  • Media Hiburan- Celebrities News

Audience Size

15,000,000 

Media Consumption:

  • 59% On Video Streaming
  • 28% On Audio Streaming
  • 46% Watches Television
  • 49% On Online Communities
  • 67% On Social Media

Top Content Consumption:

  • Food & Beverages
  • Entertainment
  • Computer & Technology
  • Health & Wellness
  • Travel
  • Family & Children
Youth Mom

Youth Mom

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Youth Mom

Youth Mom

Women in their 20s–30s navigating pregnancy or early motherhood, balancing care, learning, and self-growth.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Pa&Ma- Parenting, Pregnancy & Birth, Child, Development, Family
  • Rasa- Recipe, Food Guides

Audience Size

7,200,000 

Media Consumption:

  • 64% On Video Streaming
  • 32% On Audio Streaming
  • 46% Watches Television
  • 56% On Online Communities
  • 73% On Social Media

Top Content Consumption:

  • Food & Beverages
  • Home & Family
  • Sports & Recreation
  • Health & Wellness
  • Travel
  • News
Family Dynamic

Family Dynamic

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Family Dynamic

Family Dynamic

Experienced parents focused on stability, education, and planning for their children’s future.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK-Music & Radio Streaming, Podcast
  • Pa&Ma- Parenting, Pregnancy & Birth, Child, Development, Family
  • Media Hiburan- Celebrities News

Audience Size

12,000,000 

Media Consumption:

  • 63% On Video Streaming
  • 32% On Audio Streaming
  • 50% Watches Television
  • 30% On Podcast
  • 73% On Social Media

Top Content Consumption:

  • Personal Finance
  • Pets
  • Computer & Technology
  • Children & Family
  • Travel
  • Outdoor Activities
Mommy Pros

Mommy Pros

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Mommy Pros

Mommy Pros

Experienced mothers caring for kids across life stages, prioritizing structure, practical parenting, and family well-being.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

11,000,000

Media Consumption:

  • 66% On Video Streaming
  • 35% On Audio Streaming
  • 46% Watches Television
  • 33% On Podcast
  • 75% On Social Media

Top Content Consumption:

  • Personal Finance
  • Outdoor Activities
  • Family & Children
  • Real Estate
  • Travel
  • Fitness & Exercise
EPL Super Fans

EPL Super Fans

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EPL Super Fans

EPL Super Fans

Malaysian EPL supporters are highly engaged online, following schedules, stats, and match highlights across multiple platforms.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • sooka- Live Football Match, Match Highlights, Sports Podcast & Catch Up
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

13,000,000 

Media Consumption:

  • 65% On Video Streaming
  • 32% On Audio Streaming
  • 48% Watches Television
  • 50% On Video Games
  • 54% On Social Media

Top Content Consumption:

  • Soccer
  • News
  • Food & Beverages
  • Music
  • Travel
  • Video Games
MFL Super Fans

MFL Super Fans

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MFL Super Fans

MFL Super Fans

Passionate supporters of local football, spanning age groups and closely following games and player performance online and in stadiums.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Gempak- Lifestyle, Entertainment News, Trends
  • Media Hiburan- Celebrities News
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • sooka- Live Football Match, Match Highlights, Sports Podcast & Catch Up

Audience Size

1,600,000

Media Consumption:

  • 61% On Video Streaming
  • 60% On Audio Streaming
  • 45% Watches Television
  • 32% On Podcast
  • 56% On Social Media

Top Content Consumption:

  • Soccer
  • Food & Beverages
  • Computer & Technology
  • Entertainment
  • Music
  • Fitness & Exercise
Golf Fans

Golf Fans

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Golf Fans

Golf Fans

Affluent individuals who see golf as a lifestyle of precision and prestige, actively playing and following major events.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • sooka- Live Championship, Tournaments Highlights, Sports Podcast & Catch Up

Audience Size

9,900,000 

Media Consumption:

  • 69% On Video Streaming
  • 37% On Audio Streaming
  • 50% Watches Television
  • 37% On Podcast
  • 76% On Social Media

    Top Content Consumption:

    • Golf
    • Home & Garden
    • Computer & Technology
    • Personal Finance
    • Travel
    • Fitness & Exercise
Badminton Fans

Badminton Fans

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Badminton Fans

Badminton Fans

Passionate and diverse, Malaysian badminton fans nationwide follow major tournaments and support national players.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • sooka- Live Badminton Match, Match Highlights, Sports Podcast & Catch Up
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • RMedia Hiburan- Celebrities News

Audience Size

270,000

Media Consumption:

  • 56% On Video Streaming
  • 43% On Audio Streaming
  • 42% Watches Television
  • 46% On Online Communities
  • 64% On Social Media

    Top Content Consumption:

    • Badminton
    • Health & Wellness
    • Computer & Technology
    • Food & Beverages
    • Travel
    • Sports & Recreation
Sepak Takraw Fans

Sepak Takraw Fans

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Sepak Takraw Fans

Sepak Takraw Fans

Passionate and tradition-rooted, Sepak Takraw fans uphold heritage through community tournaments and active participation.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • sooka- Live STL Match, Match Highlights, Sports Podcast & Catch Up
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion

Audience Size

54,000 

Media Consumption:

  • 74% On Video Streaming
  • 77% On Audio Streaming
  • 60% Watches Television
  • 73% On Video Games
  • 64% On Social Media

    Top Content Consumption:

    • Sepak Takraw
    • Entertainment
    • Computer & Technology
    • Food Beverages
    • Travel
    • Fitness & Exercise
E-sports Fans

E-sports Fans

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E-sports Fans

E-sports Fans

Young and tech-savvy, Malaysian esports fans follow tournaments, live streams, and gaming news actively.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

14,000,000 

Media Consumption:

  • 60% On Video Streaming
  • 69% On Audio Streaming
  • 44% Watches Television
  • 47% On Video Games
  • 50% On Online Communities

    Top Content Consumption:

    • Video Games
    • Entertainment
    • Computer & Technology
    • Fashion & Beauty
    • Travel
    • Food & Beverages
Gadget Gurus

Gadget Gurus

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Gadget Gurus

Gadget Gurus

A diverse group of early adopters and hobbyists focused on premium tech, innovation, and high-performance gadgets.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Gempak- Lifestyle, Entertainment News, Trends
  • Media Hiburan- Celebrities News
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • XUAN- News, Lifestyle, Entertainment News

Audience Size

13,000,000 

Media Consumption:

  • 63% On Video Streaming
  • 32% On Audio Streaming
  • 45% Watches Television
  • 56% On Podcast
  • 73% On Social Media

    Top Content Consumption:

    • A.I
    • Mobile & Wireless Devices
    • Computer & Technology
    • Electronics Gadgets & Appliances
    • Travel
    • Fitness & Exercise
Automotive Enthusiasts

Automotive Enthusiasts

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Automotive Enthusiasts

Automotive Enthusiasts

Passionate drivers who appreciate design, engineering, and innovation across classic, luxury, and performance cars.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Roda Panas- Automotive

Audience Size

12,000,000

Media Consumption:

  • 64% On Video Streaming
  • 34% On Audio Streaming
  • 45% Watches Television
  • 33% On Podcast
  • 75% On Social Media

    Top Content Consumption:

    • Automobiles
    • Business
    • Health & Wellness
    • Home & family
    • Travel
    • Sports & Recreation
Active Lifestyle Seekers

Active Lifestyle Seekers

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Active Lifestyle Seekers

Active Lifestyle Seekers

Health-focused individuals who stay active through workouts, sports, and outdoor adventures for overall well-being.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • Rapi – Lifestyle, Fitness & Fashion
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Rasa- Recipe, Food Guides

Audience Size

10,000,000

Media Consumption:

  • 54% On Video Streaming
  • 25% On Audio Streaming
  • 40% Watches Television
  • 45% On Online Communities
  • 63% On Social Media

Top Content Consumption:

  • Sports & Recreation
  • Computer & Technology
  • Food Beverages
  • Home & Family
  • Travel
  • Fitness & Exercise
Adventure Enthusiasts

Adventure Enthusiasts

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Adventure Enthusiasts

Adventure Enthusiasts

Nature lovers who pursue hiking, camping, and outdoor challenges with reliable, high-performance gear.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Libur-Travel & Lifestyle
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion

Audience Size

16,000,000

Media Consumption:

  • 57% On Video Streaming
  • 27% On Audio Streaming
  • 42% Watches Television
  • 47% On Online Communities
  • 66% On Social Media

Top Content Consumption:

  • Personal Finance
  • Outdoor Activities
  • Fashion & Beauty
  • Food Beverages
  • Travel
  • Sports & Recreation
Foodies

Foodies

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Foodies

Foodies

Culinary explorers who seek authentic flavors, quality ingredients, and memorable dining experiences.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Libur-Travel & Lifestyle
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Rasa- Recipe, Food Guides

Audience Size

16,000,000

Media Consumption:

  • 57% On Video Streaming
  • 27% On Audio Streaming
  • 43% Watches Television
  • 48% On Online Communities
  • 66% On Social Media

Top Content Consumption:

  • Food Delivery
  • Groceries
  • Recipes & Cooking
  • Food & Beverages
  • Travel
  • Restaurant & Dining
Eco Enthusiasts

Eco Enthusiasts

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Eco Enthusiasts

Eco Enthusiasts

Sustainability-driven individuals choosing eco-friendly products, ethical brands, and mindful consumption.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Vanilla Kismis- DIY, Gardening Tips, Home Improvements
  • Rasa- Recipe, Food Guides

Audience Size

8,700,000

Media Consumption:

  • 68% On Video Streaming
  • 37% On Audio Streaming
  • 50% Watches Television
  • 56% On Online Communities
  • 77% On Social Media

Top Content Consumption:

  • Outdoor Activities
  • Home & Garden
  • Sports & Recreation
  • Home & Family 
  • Nature & Environment
  • Food & Beverages
Luxury Seekers

Luxury Seekers

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Luxury Seekers

Luxury Seekers

Affluent individuals seeking exclusivity, craftsmanship, and premium experiences that reflect sophistication and status.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Rapi – Lifestyle, Fitness & Fashion
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion /li>
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle

Audience Size

13,000,000

Media Consumption:

  • 64% On Video Streaming
  • 34% On Audio Streaming
  • 46% Watches Television
  • 33% On Podcast
  • 74% On Social Media

Top Content Consumption:

  • Sports & Recreation
  • Health & Wellness
  • Computer & Technology
  • Home & Family 
  • Travel
  • Fashion & Beauty
Fashion Icons

Fashion Icons

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Fashion Icons

Fashion Icons

Trendsetters expressing individuality through bold, modern, and culturally conscious fashion choices.

Where They Spend Their Time

  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Rapi – Lifestyle, Fitness & Fashion
  • Hijabista – Lifestyle, Hijab & Modest Fashion
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle

Audience Size

12,000,000 

Media Consumption:

  • 58% On Video Streaming
  • 27% On Audio Streaming
  • 43% Watches Television
  • 48% On Online Communities
  • 67% On Social Media

Top Content Consumption:

  • Music
  • Business
  • Computer & Technology
  • Food Beverages
  • Fashion & Beauty
  • Sports & Recreation
Corporate Visionaries

Corporate Visionaries

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Corporate Visionaries

Corporate Visionaries

Senior leaders driving innovation, strategy, and growth through data, leadership insights, and digital transformation.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

12,000,000

Media Consumption:

  • 61% On Video Streaming
  • 29% On Audio Streaming
  • 44% Watches Television
  • 28% On Podcast
  • 69% On Social Media

Top Content Consumption:

  • Personal Finance
  • Business
  • Computer & Technology
  • Health & Wellness
  • Travel
  • Fitness & Exercise
SME

SME

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SME

SME

Entrepreneurs focused on scaling businesses through funding, strategy, and sustainable digital growth.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

11,000,000

Media Consumption:

  • 64% On Video Streaming
  • 56% On Audio Streaming
  • 45% Watches Television
  • 33% On Podcast
  • 73% On Social Media

Top Content Consumption:

  • Personal Finance
  • Business
  • Computer & Technology
  • Home & Family
  • Investing
  • News
Emerging Affluents

Emerging Affluents

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Emerging Affluents

Emerging Affluents

Ambitious professionals elevating their lifestyle through premium experiences, smart investments, and status-driven choices.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Media Hiburan- Celebrities News
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates

Audience Size

11,000,000

Media Consumption:

  • 68% On Video Streaming
  • 36% On Audio Streaming
  • 48% Watches Television
  • 36% On Podcast
  • 77% On Social Media

Top Content Consumption:

  • Entertainment
  • Food & Beverages
  • Computer & Technology
  • Home & Family 
  • Travel
  • Fashion & Beauty
Start-Ups

Start-Ups

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Start-Ups

Start-Ups

Driven entrepreneurs turning passions into businesses through creativity, digital innovation, and strong branding.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Gempak- Lifestyle, Entertainment News, Trends
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Media Hiburan- Celebrities News
  • XUAN – News, Lifestyle, Entertainment News

Audience Size

11,000,000

Media Consumption:

  • 66% On Video Streaming
  • 59% On Audio Streaming
  • 44% Watches Television
  • 38% On Podcast
  • 76% On Social Media

Top Content Consumption:

  • Home & Family
  • Business
  • Food Beverages
  • Fashion & Beauty
  • Sports & Recreation
  • Personal Finance
Comedy Lovers

Comedy Lovers

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Comedy Lovers

Comedy Lovers

Fans who seek laughter, witty humour, and lighthearted films that offer fun escapes.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Ulagam- Entertainment News, Lifestyle
  • sooka- Movie Streaming, Entertainment
  • Media Hiburan- Celebrities News

Audience Size

13,000,000

Media Consumption:

  • 67% On Video Streaming
  • 30% On Audio Streaming
  • 46% Watches Television
  • 30% On Podcast
  • 70% On Social Media

Top Content Consumption:

  • Entertainment
  • Computer & Technology
  • Food Beverages
  • Home & Family
  • Fashion & Beauty
  • Celebrities
Romantic Comedy Lovers

Romantic Comedy Lovers

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Romantic Comedy Lovers

Romantic Comedy Lovers

Fans who enjoy humorous, heartwarming love stories filled with charm, wit, and relatable moments.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • sooka- Movie Streaming, Entertainment
  • Media Hiburan- Celebrities News

Audience Size

17,000,000

Media Consumption:

  • 58% On Video Streaming
  • 26% On Audio Streaming
  • 45% Watches Television
  • 26% On Podcast
  • 65% On Social Media

Top Content Consumption:

  • Entertainment
  • Food & Beverages
  • Computer & Technology
  • Home & Family 
  • Sports & Recreation
  • Fashion & Beauty
Animation

Animation

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Animation

Animation

Audiences captivated by creative storytelling, emotional depth, and imaginative animated worlds for all ages.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • sooka- Movie Streaming, Entertainment
  • Media Hiburan- Celebrities News

Audience Size

13,000,000

Media Consumption:

  • 66% On Video Streaming
  • 30% On Audio Streaming
  • 46% Watches Television
  • 29% On Podcast
  • 69% On Social Media

Top Content Consumption:

  • Entertainment
  • Video Games
  • Computer & Technology
  • Home & Family 
  • Music
  • Toys & Games
Sci-fi & Fantasy

Sci-fi & Fantasy

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Sci-fi & Fantasy

Sci-fi & Fantasy

Imaginative fans drawn to futuristic worlds, advanced tech, and thought- provoking, mind-expanding storytelling.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Media Hiburan- Celebrities News
  • sooka- Movie Streaming, Entertainment

Audience Size

13,000,000

Media Consumption:

  • 68% On Video Streaming
  • 52% On Audio Streaming
  • 68% Watches Television
  • 30% On Podcast
  • 71% On Social Media

Top Content Consumption:

  • Entertainment
  • Food & Beverages
  • Computer & Technology
  • Home & Family 
  • Toys & Games
  • Celebrities
Horror

Horror

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Horror

Horror

Thrill-seekers captivated by suspense, fear, and psychological storytelling that sparks adrenaline and intrigue.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Media Hiburan- Celebrities News
  • sooka- Movie Streaming, Entertainment

Audience Size

13,000,000

Media Consumption:

  • 67% On Video Streaming
  • 30% On Audio Streaming
  • 47% Watches Television
  • 30% On Podcast
  • 70% On Social Media

Top Content Consumption:

  • Entertainment
  • Food & Beverages
  • Computer & Technology
  • Home & Family 
  • Video Games
  • Celebrities
Action & Adventure

Action & Adventure

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Action & Adventure

Action & Adventure

For those who live for adrenaline: big heroes, daring plots, and cinematic worlds that keep you on the edge.

Where They Spend Their Time

  • Astro.com.my- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Media Hiburan- Celebrities News
  • sooka- Movie Streaming, Entertainment

Audience Size

13,000,000

Media Consumption:

  • 72% On Video Streaming
  • 42% On Audio Streaming
  • 44% Watches Television
  • 45% On Podcast
  • 71% On Social Media

Top Content Consumption:

  • Entertainment
  • Food & Beverages
  • Computer & Technology
  • Home & Family 
  • Fitness & Exercise
  • Travel
Music & Concert Goers

Music & Concert Goers

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Music & Concert Goers

Music & Concert Goers

Music lovers seeking authentic live experiences, VIP access, and emotional connection through performance.

Where They Spend Their Time

  • Libur-Travel & Lifestyle
  • Ulagam- Entertainment News, Lifestyle
  • Gempak- Lifestyle, Entertainment News, Trends
  • Media Hiburan- Celebrities News
  • sooka- Movie Streaming, Entertainment
  • XUAN- News, Lifestyle, Entertainment News

Audience Size

14,000,000

Media Consumption:

  • 62% On Video Streaming
  • 30% On Audio Streaming
  • 62% Watches Television
  • 29% On Podcast
  • 71% On Social Media

Top Content Consumption:

  • Music
  • Celebrities
  • Food & Beverages
  • Concerts
  • Travel
  • Fashion & Beauty
Online Shoppers

Online Shoppers

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Online Shoppers

Online Shoppers

Digital-savvy consumers who seek trendy, quality, and convenient purchases that express personal style.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Rasa- Recipe, Food Guides

Audience Size

14,000,000

Media Consumption:

  • 61% On Video Streaming
  • 29% On Audio Streaming
  • 44% Watches Television
  • 28% On Podcast
  • 69% On Social Media

Top Content Consumption:

  • Health & Wellness
  • Sporting Goods
  • Electronic Gadget & Appliances
  • Home & Garden
  • Food & Beverages
  • Apparel & Accessories
Automotive Intent

Automotive Intent

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Automotive Intent

Automotive Intent

Car buyers seeking vehicles that balance lifestyle, affordability, safety, and performance.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Roda Panas- Automotive

Audience Size

12,000,000

Media Consumption:

  • 67% On Video Streaming
  • 36% On Audio Streaming
  • 47% Watches Television
  • 35% On Podcast
  • 76% On Social Media

Top Content Consumption:

  • Automobiles
  • Audio
  • Motorcycles
  • Vehicles Parts
  • Apparel & Accessories
  • Sports Goods & Fitness
Home Buyers

Home Buyers

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Home Buyers

Home Buyers

Individuals and families seeking affordable, well-located homes with strong amenities and investment value.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Impiana- Home Deco & Tips, Property, Lifestyle, Home Improvement
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Vanilla Kismis- DIY, Gardening Tips, Home Improvements

Audience Size

13,000,000

Media Consumption:

  • 65% On Video Streaming
  • 55% On Audio Streaming
  • 46% Watches Television
  • 32% On Podcast
  • 73% On Social Media

Top Content Consumption:

  • Personal Finance
  • Real Estate
  • Investing
  • Home & Garden
  • Electronic Gadget & Appliances
  • Furniture
Luxury Buyers

Luxury Buyers

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Luxury Buyers

Luxury Buyers

Affluent consumers seeking exclusivity, craftsmanship, and personalized luxury across fashion, beauty, homes, and tech.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Rapi – Lifestyle, Fitness & Fashion

Audience Size

12,000,000

Media Consumption:

  • 65% On Video Streaming
  • 34% On Audio Streaming
  • 46% Watches Television
  • 34% On Podcast
  • 74% On Social Media

Top Content Consumption:

  • Electronic Gadget & Appliances
  • Beauty & Wellness
  • Computer & Technology
  • Automobiles
  • Apparel & Accessories
  • Sports Goods & Fitness
Tech & Gadget Enthusiasts

Tech & Gadget Enthusiasts

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Tech & Gadget Enthusiasts

Tech & Gadget Enthusiasts

Innovation-driven consumers exploring cutting-edge devices, valuing performance, features, and trusted brand reputation.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Stadium Astro- Sports News & Highlights, Tournament Live Updates
  • Media Hiburan- Celebrities News

Audience Size

13,000,000 

Media Consumption:

  • 64% On Video Streaming
  • 47% On Audio Streaming
  • 46% Watches Television
  • 56% On Online Communities
  • 73% On Social Media

Top Content Consumption:

  • Electronic Gadget & Appliances
  • Audio
  • Computer & Technology
  • Electronics
  • Mobile & Wireless Devices
  • Automobiles
Health & Wellness Shoppers

Health & Wellness Shoppers

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Health & Wellness Shoppers

Health & Wellness Shoppers

Health-conscious individuals pursuing balance through fitness, nutrition, and self- care products that enhance well-being.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • Rapi – Lifestyle, Fitness & Fashion
  • Gempak- Lifestyle, Entertainment News, Trends
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Mingguan Wanita- Fashion & Beauty, Family & Relationship, Wellness, Lifestyle
  • Rasa- Recipe, Food Guides

Audience Size

15,000,000

Media Consumption:

  • 58% On Video Streaming
  • 29% On Audio Streaming
  • 42% Watches Television
  • 27% On Podcast
  • 67% On Social Media

Top Content Consumption:

  • Electronic Gadget & Appliances
  • Beauty & Wellness
  • Personal Care
  • Home & Garden
  • Apparel & Accessories
  • Sports Goods & Fitness
Travel & Experience Seekers

Travel & Experience Seekers

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Travel & Experience Seekers

Travel & Experience Seekers

Adventurous travelers seeking cultural immersion, comfort, and exclusive, memory-rich experiences worldwide.

Where They Spend Their Time

  • Astro Awani- Current Affairs, National News, Global Affairs, Sports News, Lifestyle, Tech
  • XUAN- News, Lifestyle, Entertainment News
  • Gempak- Lifestyle, Entertainment News, Trends
  • SYOK – Music & Radio Streaming, Podcast
  • Maskulin- Lifestyle, Tech, Automotive, Fitness, Fashion
  • Libur-Travel & Lifestyle

Audience Size

15,000,000 

Media Consumption:

  • 58% On Video Streaming
  • 27% On Audio Streaming
  • 43% Watches Television
  • 48% On Podcast
  • 66% On Social Media

Top Content Consumption:

  • Mobile & Wireless Devices
  • Beauty & Wellness
  • Entertainment
  • Audio
  • Travel
  • Apparel & Accessories

Download the KULT Audience Playbook now.

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