Vietnam’s Digital Media Landscape

Vietnam’s digital media landscape has evolved significantly over the past decade, reflecting broader trends in technology adoption, online connectivity, and changing consumer behaviors.

let’s explore some of the key trends and details that define this rapidly evolving sector:

Social Media Usage

Platforms like Facebook, Zalo, YouTube, and TikTok are immensely popular in Vietnam. These platforms serve not only as social networking sites but also as major sources of news and entertainment content. Instagram and LinkedIn are also gaining popularity, especially among younger and professional demographics.

Facebook (91.6%)

Facebook is a social networking site that allows users to connect with friends and family, share photos, videos, and links, join communities, and engage with various forms of content.

Zalo is a premier messaging app popular in Vietnam, featuring text, voice messages, video calls, and group chats. It also offers an array of social features, including updates and interactions with friends.

TikTok is a social media platform for creating, sharing, and discovering short music videos. It is highly popular for its engaging content and serves as a platform for viral trends and challenges.

Facebook Messenger is an instant messaging app and platform associated with Facebook. It allows users to chat, make voice and video calls, and interact with a wide variety of bots and apps.

Instagram is a photo and video-sharing social networking service known for its visual content, Stories feature, and the ability to discover and follow influencers and brands.

Online News Portals
  • VnExpress, Zing News, and Tuoi Tre Online are among the most visited websites for local and national news, reflecting a shift from traditional to digital news consumption.
  • These platforms not only offer textual content but also rich multimedia including videos, infographics, and interactive features, catering to the preferences of a digitally-savvy audience.
VnExpress

One of Vietnam’s leading online newspapers, providing readers with up-to-date news on national and international affairs, business, culture, sports, and more.

A widely read Vietnamese language newspaper that also has a strong online presence, offering news on various topics, including politics, society, education, and entertainment.

The online version of Tuoi Tre Newspaper, known for its focus on youth-related news, as well as covering general news, politics, business, and culture.

A popular online news portal known for its entertainment news, but also covers general news, including politics, society, and business.

An online newspaper that provides news on various topics, including education, health, law, and society, with a special focus on human interest stories and charity in Vietnam.

A news aggregator website that collects and presents news from various sources, allowing readers to access a wide range of topics from multiple publications through a single platform.

Targeted mainly at younger audiences, this site offers a mix of news, entertainment, fashion, and lifestyle content.

Tailored for business professionals and entrepreneurs, this portal provides news, analysis, and insights on business trends, startups, and economic policies.

Part of the Vietnam Multimedia Corporation (VTC), it provides comprehensive news updates including technology, sports, entertainment, and international news.

An online news website that offers a range of news, including politics, technology, economics, and international news, alongside opinion pieces and blogs.

E-commerce

Shopee, Lazada, and Tiki dominate the e-commerce landscape. They integrate social elements such as user reviews, Q&A, and livestreaming where sellers interact directly with potential buyers.

Shopee: Originally from Singapore, Shopee has become one of the leading e-commerce platforms in Vietnam, known for its mobile-first approach and regular promotional events like Shopee Super Sale.

Lazada: Owned by Alibaba Group, Lazada operates in several Southeast Asian countries, including Vietnam. It offers a wide range of products, from consumer electronics to household goods and fashion.

Tiki: A homegrown Vietnamese e-commerce platform that started as an online book retailer but has since expanded to a full-range marketplace offering everything from electronics to groceries and health products.

Digital Advertising

Digital advertising expenditures have been growing, with companies investing heavily in online platforms to reach their target audiences. Social media advertising, search engine marketing, and video ads are particularly effective, given the high engagement rates on these platforms.

Social Media Advertising
  • Facebook: With its vast user base in Vietnam, Facebook is arguably the most popular platform for digital advertising. The platform allows for targeted ads based on demographics, interests, behaviors, and more.
  • Instagram: Owned by Meta (formerly Facebook Inc.), Instagram appeals particularly to younger demographics. Its visual format is ideal for brands that rely heavily on imagery, such as fashion, lifestyle, and food.
  • Zalo: A local competitor to global messaging apps, Zalo is not just a messaging app but a social network with robust advertising options. Its deep market penetration in Vietnam makes it an essential channel for locally targeted campaigns.
  • TikTok: This platform has gained significant traction among younger audiences in Vietnam. Its short-form video format is highly engaging and offers creative ways for brands to reach consumers.
Search Engine Marketing (SEM)
  • Google Ads: Google is the dominant search engine in Vietnam. Google Ads (formerly Google AdWords) allows businesses to appear in search results for specific keywords, which is crucial for capturing the intent-driven audience looking for specific products or services.
Video Advertising
  • YouTube: As a global leader in video content, YouTube offers extensive reach in Vietnam. Video ads on YouTube can be highly targeted and are effective in capturing user attention through engaging content.
Display Advertising
  • Programmatic Advertising: This uses automated technology for buying and selling online advertisements, which can appear on various websites visited by consumers. Tools like Google’s Display Network or local ad networks allow businesses to place ads across a range of websites frequented by their target demographics.
Content Marketing and Native Advertising
  • Blogs and Influencer Collaborations: Content marketing in Vietnam often involves collaborations with bloggers and influencers. Native advertising, where ads blend into the editorial content of a platform, is also a growing trend, particularly on news and lifestyle websites.

Streaming and Entertainment
  • Netflix has made significant inroads with localized content and subtitles. It competes with local platforms like FPT Play and ViettelTV, which offer domestic TV shows and movies.
  • There is growing popularity in web series and online-exclusive entertainment content, which often gets discussed widely on social media.
Netflix
  • Global Reach with Local Flavor: As a leading global streaming service, Netflix has made a notable impact in Vietnam by offering a wide array of international movies, TV shows, and original programming. To better cater to the Vietnamese audience, Netflix has incorporated localized content and subtitles, enhancing accessibility and viewer engagement.

 

  • Investment in Local Content: Netflix has also started investing in local Vietnamese content, which is a strategy that has proven successful in other regions. This not only broadens their appeal in Vietnam but also supports local creators and industry.
  • Local Integration: Operated by FPT Telecom, FPT Play is a strong local competitor in the streaming market. It offers a diverse range of content including live TV channels, on-demand domestic TV shows, movies, and even international content. Its deep understanding of the local market and consumer preferences gives it a competitive edge.

 

  • Multi-platform Accessibility: FPT Play is available on various devices, including smartphones, tablets, and Smart TVs, making it highly accessible for users on-the-go or at home.
  • Telecom Advantage: ViettelTV is run by Viettel Media, part of the Viettel Group Telecom, which is one of the largest telecommunications companies in Vietnam. This backing provides it with substantial resources and infrastructure.

 

  • Content Variety: Similar to FPT Play, ViettelTV offers a mix of live TV, on-demand content, and sports programming, focusing on both domestic and international content. The platform also often features promotional packages for Viettel telecom subscribers, adding value for users.
Influence of Content Creators
  • Influencers and content creators wield significant power in shaping opinions and trends. Platforms like Instagram and TikTok are pivotal in influencer marketing strategies.
  • Micro-influencers (those with smaller, more engaged audiences) are particularly effective in niche marketing.
Government Regulations
  • The Vietnamese government actively regulates the internet and digital media content. Laws and regulations regarding cybersecurity, data privacy, and online content are enforced to ensure they align with national security and cultural standards.
  • The Law on Cybersecurity, effective from 2019, requires international tech companies to store local users’ data within Vietnam, impacting how companies operate and manage data.

 

Vietnam’s television media landscape is diverse, featuring a range of state-owned, local, and private channels that provide news, entertainment, cultural, and educational content. Here are some of the major television media units in Vietnam:

Vietnam Television – National television station with many different broadcasting channels.

HTV (Ho Chi Minh City Television) – Large television station in the city. Ho Chi Minh.

VTC (Vietnam Television Corporation) – Digital television station with many specialized channels.

Vinh Long Television Station (THVL) – Popular broadcasting station with entertainment programs.

Hanoi Television (Hanoi TV) – Hanoi City’s television station.

Binh Duong Television Station (BTV) – Local television station in Binh Duong.

An Giang Television Station (AGTV) – Local television station in An Giang.

Da Nang Television Station (DRT) – Local television station in Da Nang.

Thua Thien Hue Television (THĐT) – Local television station in Thua Thien Hue.

Quang Ninh Television and Radio (QTV) – Quang Ninh radio and television station.

Lao Cai Television (LCTV) – Local television station in Lao Cai.

Khanh Hoa Television (KHTV) – Local television station in Khanh Hoa.

Ha Tinh Television (HTTV) – Local television station in Ha Tinh.

Can Tho Television (THCT) – Local television station in Can Tho.

Dong Nai Television (DNTV) – Local television station in Dong Nai.

Quang Nam Television (QNTV) – Local television station in Quang Nam.

Bac Lieu Television (BLTV) – Local television station in Bac Lieu.

Phu Yen Television (PYTV) – Local television station in Phu Yen.

Dak Lak Television (DLTV) – Local television station in Dak Lak.

Gia Lai Television (GLTV) – Local television station in Gia Lai.

Vietnam's Digital Media Landscape

Digital 2024 in Vienam is a document that compiles all the data, insights and trends so readers can understand the state of digital in Vietnam in 2024. The document includes detailed statistics. details about internet usage, social network usage, mobile devices as well as the number of users of leading social networking platforms, devices, and digital services in Vietnam.

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