Global Media Intelligence 2021: Vietnam

Noteworthy in 2021

Live TV, radio, and print media have ceded attention to digital video and audio, and online press.

  • Almost 79% of internet users ages 16 to 64 in Vietnam had watched live TV in the month prior to polling in H1 2021, a drop of more than 6 percentage points compared with 2020. Time spent with broadcast TV also fell, to 1 hour, 9 minutes (1:09) per day on average.
  • Somewhat surprisingly, time-shifted TV viewing posted a decline as well. This year, the share of respondents watching TV shows via broadcasters’ catch-up or on-demand services slipped from 75.4% to 72.2%, and the share that recorded shows to watch later dropped below 70%.
  • Even subscription video-on-demand (SVOD) providers like Netflix, which posted major gains in viewership in most countries this year, found a slightly smaller audience in Vietnam. In H1 2021, 59.6% of internet users polled there had watched TV programs, films, and other video content via paid-for services in the previous month, compared with 62.3% in H1 2020.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor

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