Live Streaming Market in Malaysia

Live Streaming in Malaysia Trends and Forecast

The future of the live streaming market in Malaysia looks promising with opportunities in the media & entertainment, esport, event, education, retail, and government markets. The global live streaming market is expected to reach an estimated $175.7 billion by 2031, with a CAGR of 20.3% from 2025 to 2031. The live streaming market in Malaysia is also forecasted to witness strong growth over the forecast period. The major drivers for this market are growing acceptance of live streaming technology as a means of improving customer reach and brand interaction, surging popularity of e-sports and video games, as well as increasing smartphone usage combined with faster internet.

• Lucintel forecasts that, within the component category, services will remain the larger segment over the forecast period due to increasing demand for content generation, advertising, customer service, video production, and subscription services.
• Within the end use category, media & entertainment will remain the largest segment.

Emerging Trends in the Live Streaming Market in Malaysia

The live streaming market in Malaysia has been rapidly evolving, driven by changing consumer preferences, improved internet infrastructure, and the rise of digital content consumption. From gaming and entertainment to business events and e-commerce, live streaming has become an essential tool for engagement and interaction. As platforms diversify and technologies advance, Malaysian live streaming ecosystem is expanding, creating new opportunities for businesses, creators, and consumers. The next wave of innovation is focused on interactivity, content personalization, and integrating live streaming into various sectors.

• Expansion of E-Commerce Live Streaming: Live streaming in e-commerce is gaining traction in Malaysia, with platforms like Shopee and Lazada incorporating live selling features. Brands and influencers are leveraging real-time streams to showcase products, engage with customers, and offer exclusive deals. This direct interaction boosts consumer confidence and drives conversions. As Malaysian consumers become more accustomed to buying via live streams, brands are increasingly adopting this model, marking a shift from traditional shopping experiences to interactive and personalized retail experiences.
• Growth of Live Streaming in Sports and Esports: Esports has emerged as a major vertical for live streaming in Malaysia, with platforms like Facebook Gaming and Twitch becoming go-to destinations for esports enthusiasts. Live streaming of traditional sports events is also on the rise, as more Malaysians turn to platforms like YouTube and Twitter for instant access. This trend is increasing fan engagement by offering behind-the-scenes content and live commentary. Esports tournaments, in particular, are gaining sponsorships and increasing viewer numbers, creating opportunities for monetization through ads and subscriptions.
• Integration of Virtual Influencers in Live Streaming: Malaysia is seeing a rise in virtual influencers powered by artificial intelligence (AI) in live streaming. These digital personalities are gaining popularity in sectors like fashion, gaming, and entertainment, hosting live sessions, interacting with fans, and promoting brands. Virtual influencers are cost-effective and can provide 24/7 engagement, making them an attractive choice for brands. This trend is changing how Malaysian audiences engage with content, creating new types of content and opportunities for businesses to reach a broader, tech-savvy audience.
• Adoption of Live Streaming for Education: Live streaming is increasingly being adopted in Malaysian education sector, especially for remote learning and online classes. Platforms like Zoom and Google Meet are being used to host live lectures, seminars, and workshops. Educational institutions are now integrating live streaming into their curricula to facilitate real-time interaction between instructors and students, making learning more dynamic. This trend is not only boosting accessibility but also transforming the education system by expanding the reach of quality content to remote and underserved areas.
• Rise of Live Streaming for Corporate Communication and Marketing: Companies in Malaysia are embracing live streaming for internal communications, product launches, and marketing campaigns. Virtual town halls, press conferences, and real-time product demonstrations are becoming the norm for businesses looking to connect directly with employees and customers. By using live streams, companies can reach a wider audience instantly and maintain engagement during product releases or major announcements. This trend is strengthening brands’ relationships with their audiences by providing a platform for authentic and transparent communication.

The live streaming market in Malaysia is experiencing rapid growth, fueled by the increasing use of e-commerce, sports, virtual influencers, education, and corporate communication. These emerging trends are reshaping the way Malaysians consume content and interact with brands and creators. As technology continues to evolve, live streaming will play an even more significant role across various sectors, offering new opportunities for businesses, creators, and viewers to connect in innovative ways.

Recent Developments in the Live Streaming Market in Malaysia

Malaysian live streaming market is evolving quickly, driven by a surge in digital content consumption and technological innovations. From online retail and education to entertainment, live streaming is reshaping multiple industries in the country. These developments reflect the growing demand for more interactive and engaging digital experiences. As platforms continue to innovate, Malaysian live streaming ecosystem is witnessing unprecedented growth, presenting new business and content opportunities.

• Live Streaming Integration with E-Commerce for Interactive Shopping: E-commerce platforms in Malaysia are increasingly integrating live streaming to enhance the shopping experience. Retailers are hosting live product launches and special promotions via streaming, allowing viewers to interact with hosts, ask questions, and make purchases in real-time. This interactive model helps build trust and drives conversion rates, as customers can experience products live and engage with the brand in a personalized way. This trend is transforming traditional online shopping and is expected to continue its rise as digital commerce evolves.
• Live Streaming of Local and International Sports Events: Sports fans in Malaysia are increasingly turning to live streaming platforms for real-time access to local and international sports events. From football to badminton, live streaming is enhancing fan engagement by providing immediate access to games, commentary, and behind-the-scenes content. This trend is especially significant for international sports leagues, where access to live broadcasts may be limited on traditional television channels. Platforms are capitalizing on this demand, leading to increased ad revenue and new sponsorship deals.
• Growing Popularity of Virtual Influencers in Live Streams: The use of virtual influencers in live streaming has surged in Malaysia, with digital personalities gaining popularity in various industries, particularly in entertainment, beauty, and fashion. These AI-generated characters are being used to host live streams, interact with fans, and promote products. Their ability to operate continuously and engage with a global audience makes them an attractive option for brands seeking to enhance their digital presence. Virtual influencers are also paving the way for new creative content that resonates with tech-savvy Malaysian audiences.
• Expansion of Live Streaming Platforms in Education: Live streaming is becoming an essential tool in Malaysian education sector. As institutions transition to remote learning, educators are leveraging live streaming to deliver lectures, conduct workshops, and interact with students in real-time. This development is making education more accessible, particularly for students in remote areas, and helping institutions continue their operations despite physical distancing restrictions. With the growing demand for online education, live streaming is expected to remain a vital component in Malaysian educational infrastructure.
• Live Streaming for Corporate Webinars and Conferences: Businesses in Malaysia are increasingly using live streaming for internal and external communications, such as corporate webinars, training sessions, and virtual conferences. This method allows companies to reach a larger audience, whether it employees or potential customers. By facilitating real-time interaction, live streaming enhances engagement and knowledge sharing, while also reducing the costs associated with in-person events. As companies embrace digital transformation, live streaming will continue to be an integral tool for both communication and marketing in Malaysia.

The live streaming market in Malaysia is experiencing significant growth due to the expansion of e-commerce, sports, virtual influencers, education, and corporate communication. These recent developments demonstrate the broadening scope of live streaming beyond entertainment and into various business sectors. As technology and consumer preferences continue to evolve, live streaming will continue to be a pivotal tool in reshaping how Malaysians engage with content, brands, and services. The future of live streaming in Malaysia looks promising, offering new opportunities for businesses and audiences alike.

Strategic Growth Opportunities for Live Streaming Market in Malaysia

The live streaming market in Malaysia is expanding rapidly, driven by increasing internet penetration, the widespread use of smartphones, and growing consumer demand for real-time, interactive content. As the digital landscape evolves, several key applications are emerging as growth opportunities in the market, including entertainment, e-commerce, education, corporate events, and gaming. These applications are fueling market expansion by providing unique and engaging experiences for Malaysian consumers, creating new business avenues and revenue models for streaming platforms and content creators.

• Entertainment Streaming: The entertainment sector is one of the primary drivers of live streaming growth in Malaysia. With a rich cultural landscape that includes a variety of music, movies, and live performances, entertainment streaming has garnered significant attention. Platforms hosting live concerts, theater performances, and local reality TV shows are attracting a broad audience. The growing interest in localized content and celebrity-driven events offers opportunities for both local and international platforms to expand their subscriber base and increase monetization through ticket sales, subscriptions, and advertising.
• E-commerce and Live Shopping: Live streaming integrated with e-commerce is another rapidly growing opportunity in Malaysia. The trend of live shopping, where influencers and brands host live-streamed product showcases, has gained traction. Consumers in Malaysia are becoming more accustomed to purchasing products during live events, thanks to the interactive nature of the experience. This shift is encouraging brands to adopt live-streaming as part of their marketing strategies, driving both consumer engagement and sales. As mobile penetration increases, live shopping is expected to play a pivotal role in the e-commerce sector, providing new revenue opportunities.
• Online Education and Webinars: Online education is increasingly being delivered through live streaming platforms in Malaysia, especially after the COVID-19 pandemic. Educational institutions and businesses are adopting live streaming for conducting online classes, webinars, and workshops. This mode of learning allows students to interact with instructors in real time, enhancing the learning experience. With the growing demand for digital skills and continuous learning, live streaming in education is set to expand further, offering new opportunities for educational content providers and platforms to reach a broader audience.
• Corporate Events and Webinars: Corporate events and virtual conferences are gaining popularity in Malaysia due to the rise of remote work and the ongoing trend of digital transformation. Live streaming of product launches, conferences, and internal business meetings enables organizations to connect with a global audience. Businesses are increasingly recognizing the value of live streaming for corporate communication, branding, and client engagement. By integrating live streaming into their corporate strategies, companies can increase visibility, expand their reach, and drive business growth, positioning live streaming as an essential tool for the corporate sector.
• Gaming and Esports Streaming: The gaming and esports sectors are booming in Malaysia, and live streaming has become a vital component of this growth. Popular platforms like Twitch and YouTube Gaming have seen a surge in users, while local gaming events and esports tournaments are also gaining prominence. Streamers, professional gamers, and brands are leveraging live streaming to reach engaged audiences. With the rise of competitive gaming and esports, this application represents a growing opportunity for streaming platforms to monetize content through sponsorships, partnerships, and fan subscriptions.

The live streaming market in Malaysia is poised for significant growth across multiple applications, including entertainment, e-commerce, education, corporate events, and gaming. As consumers continue to demand more interactive, real-time content, businesses are finding new opportunities to engage with audiences and generate revenue. The rise of mobile usage, improved internet infrastructure, and increased digital adoption are key drivers of this growth, with each application offering unique avenues for expansion in the Malaysian market.

Live Streaming Market in Malaysia Driver and Challenges

The live streaming market in Malaysia is shaped by a combination of technological, economic, and regulatory factors. These drivers, coupled with challenges like competition and evolving consumer preferences, are creating both opportunities and obstacles for businesses. The advancement of digital infrastructure, increasing demand for interactive content, and regulatory guidelines are among the major influences in this dynamic market. Understanding these factors will help businesses navigate the challenges and capitalize on the growth potential of live streaming in Malaysia.

The factors responsible for driving the Live Streaming Market in Malaysia include:
• Technological Advancements in Internet Infrastructure: Malaysian increasing internet speed and mobile data availability have created a favorable environment for live streaming. The rollout of 4G and 5G technologies ensures high-quality, uninterrupted content delivery. As more consumers shift to mobile devices, robust internet infrastructure is crucial for providing seamless streaming experiences. The improved connectivity allows users to access live content anywhere and anytime, expanding the live streaming market by attracting a wider audience and ensuring better engagement with real-time content.
• Mobile Device Penetration: With a high penetration rate of mobile devices in Malaysia, live streaming platforms can reach a broad and diverse audience. Smartphones are now the primary device for consuming live-streamed content, making it easy for users to engage with content on the go. Mobile-centric platforms are crucial for capitalizing on this shift, as they allow businesses to cater to the growing demand for real-time, mobile-accessible experiences. This trend drives both the volume and frequency of live streaming, expanding the market potential for businesses.
• Consumer Demand for Interactive Content: Interactive content has become a major factor driving the live streaming market in Malaysia. Viewers are increasingly looking for immersive experiences that allow them to engage directly with content creators, ask questions, and participate in live events. Features such as live chats, voting, and real-time feedback are becoming essential for keeping audiences engaged. As consumers prioritize interactivity and personal involvement, platforms that incorporate these features are likely to see stronger user retention, which can lead to increased revenue and growth.

Challenges in the Live Streaming Market in Malaysia are:
• E-commerce Integration with Live Streaming: Live streaming integration into e-commerce platforms is a significant growth driver in Malaysia. This trend allows brands and influencers to showcase products and engage customers in real time, enabling them to make immediate purchases. Live shopping has emerged as a popular method for consumers to interact with sellers, improving the overall shopping experience. As this integration deepens, it is expected to significantly boost sales and provide new revenue models for retailers, driving growth in both the e-commerce and live streaming sectors.
• Competition from Global and Local Platforms: The Malaysian live streaming market faces intense competition from both global giants like YouTube and Facebook, as well as local platforms catering to specific regional tastes and preferences. Global platforms offer vast content libraries, while local platforms focus on regional content that resonates more with Malaysian audiences. This competition encourages innovation and forces platforms to improve their user experience, content offerings, and monetization strategies. However, the increasing number of platforms also makes it more challenging to capture a substantial market share.

The live streaming market in Malaysia is driven by key technological advancements, consumer demand for interactive content, and the rise of mobile device usage. However, the market faces challenges such as intense competition and the need to adapt to evolving consumer preferences. By leveraging technological advancements and focusing on consumer engagement, businesses can thrive in this dynamic environment. As live streaming continues to expand across multiple applications, the potential for growth remains strong, provided companies stay responsive to market trends and regulatory guidelines.

List of Live Streaming Market in Malaysia Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, live streaming companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the live streaming companies profiled in this report include:
• Company 1
• Company 2
• Company 3
• Company 4
• Company 5
• Company 6
• Company 7
• Company 8
• Company 9
• Company 10

Live Streaming Market in Malaysia by Segment

The study includes a forecast for the live streaming market in Malaysia by component and end use.

Live Streaming Market in Malaysia by Component [Analysis by Value from 2019 to 2031]:

• Platforms
• Services

Live Streaming Market in Malaysia by End Use [Analysis by Value from 2019 to 2031]:

• Media & Entertainment
• Esports
• Events
• Education
• Retail
• Government
• Others

Features of the Live Streaming Market in Malaysia

Market Size Estimates: Live streaming in Malaysia market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends and forecasts by various segments.
Segmentation Analysis: Live streaming in Malaysia market size by component and end use in terms of value ($B).
Growth Opportunities: Analysis of growth opportunities in different components and end uses for the live streaming in Malaysia.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the live streaming in Malaysia.
Analysis of competitive intensity of the industry based on Porter Five Forces model.

If you are looking to expand your business in this or adjacent markets, then contact us. We have done hundreds of strategic consulting projects in market entry, opportunity screening, due diligence, supply chain analysis, M & A, and more.

FAQ

Q1. What are the major drivers influencing the growth of the live streaming market in Malaysia?
Answer: The major drivers for this market are growing acceptance of live streaming technology as a means of improving customer reach and brand interaction, surging popularity of e-sports and video games, as well as increasing smartphone usage combined with faster internet.
Q2. What are the major segments for live streaming market in Malaysia?
Answer: The future of the live streaming market in Malaysia looks promising with opportunities in the media & entertainment, esport, event, education, retail, and government markets.
Q3. Which live streaming market segment in Malaysia will be the largest in future?
Answer: Lucintel forecasts that services will remain the larger segment over the forecast period due to increasing demand for content generation, advertising, customer service, video production, and subscription services.
Q4. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.

This report answers following 10 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the live streaming market in Malaysia by component (platforms and services) and end use (media & entertainment, esports, events, education, retail, government, and others)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.4. What are the business risks and competitive threats in this market?
Q.5. What are the emerging trends in this market and the reasons behind them?
Q.6. What are some of the changing demands of customers in the market?
Q.7. What are the new developments in the market? Which companies are leading these developments?
Q.8. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.9. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.10. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
For any questions related to Live Streaming Market in Malaysia, Live Streaming Market in Malaysia Size, Live Streaming Market in Malaysia Growth, Live Streaming Market in Malaysia Analysis, Live Streaming Market in Malaysia Report, Live Streaming Market in Malaysia Share, Live Streaming Market in Malaysia Trends, Live Streaming Market in Malaysia Forecast, Live Streaming Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.