Vietnam Online Music Streaming Market

Vietnam Online Music Streaming Market Overview:

The Vietnam online music streaming market size reached USD 85.24 Million in 2024. Looking forward, the market is expected to reach USD 168.84 Million by 2033, exhibiting a growth rate (CAGR) of 7.89% during 2025-2033. The market is driven by the rapid expansion of mobile broadband infrastructure with 5G rollout enabling superior streaming quality, the emergence of generational platform preference divergence as younger users diversify across multiple streaming services, and the growing influence of local superfan culture contributing significantly to domestic content consumption and platform engagement. These factors are collectively expanding the Vietnam online music streaming market share.

Vietnam Online Music Streaming Market Trends:

Generational Platform Preference Divergence Across Age Groups

The Vietnamese music streaming landscape is experiencing a fascinating transformation characterized by distinct generational preferences and platform choices. While YouTube maintains its position as the leading platform with widespread appeal across all demographics, notable differences are emerging among age groups in their streaming behaviors and platform loyalty. Generation Z demonstrates a more eclectic approach to music streaming, spreading their preferences across multiple platforms rather than concentrating on a single dominant service like older generations. This diversification trend reflects the digital-native nature of younger users who are more willing to experiment with different platforms that cater to their specific needs and interests. According to Decision Lab's Connected Consumer Q1 2024 report, YouTube remains the dominant platform with 77% of surveyed respondents using it for music consumption, followed by Zing MP3 at 52%, Nhaccuatui at 32%, and Spotify at 28%. The shift in consumption patterns is particularly evident as Generation Z's preference rate for the top two platforms is 14% lower compared to Generation Y, indicating a significant diversification in their streaming habits and openness to exploring emerging platforms offering unique features and personalized experiences.

Enhanced Mobile Infrastructure and 5 G Network Expansion

The Vietnam music streaming market growth is experiencing unprecedented growth driven by remarkable improvements in mobile internet infrastructure and the nationwide rollout of advanced connectivity technologies. The country's aggressive investment in mobile broadband has created an ideal environment for seamless music streaming experiences, with enhanced network capabilities enabling high-quality audio streaming even in remote areas. The expansion of fiber-optic networks and the introduction of fifth-generation wireless technology have significantly improved streaming reliability and reduced buffering issues, encouraging more users to adopt digital music services. Government initiatives supporting digital transformation and telecoms' continuous network upgrades have created a robust technological foundation for streaming services to flourish across urban and rural demographics. Vietnam achieved 91.9 mobile broadband subscriptions per 100 people by mid-2024, crossing the 90% milestone for the first time, with fourth-generation (4G) coverage reaching 99.8% of Vietnam's territory and commercial 5G service officially launching in October 2024. This infrastructure development has democratized access to high-quality music streaming services and positioned Vietnam as one of the most connected markets in Southeast Asia, creating substantial opportunities for both local and international streaming platforms.

Growth Of Local Content and Passionate Superfan Culture

The Vietnamese music streaming market growth is witnessing a significant shift toward domestic content consumption, driven by the emergence of passionate superfan communities that actively support local artists through digital platforms and related services. This trend represents a cultural movement where music enthusiasts are not merely passive consumers but active participants in promoting and sustaining the careers of Vietnamese artists across various streaming platforms. The superfan phenomenon, inspired by Korean pop culture dynamics, has created a robust ecosystem where dedicated fans invest substantial time and financial resources in supporting their favorite artists through subscription services, merchandise purchases, and active social media engagement. These passionate communities play a crucial role in elevating local artists to top positions on major platforms like YouTube and Spotify, demonstrating the significant influence of organized fan bases on streaming metrics and artist visibility. During 2023 and 2024, Vietnamese listeners prioritized three main aspects when selecting a music streaming service: an intuitive interface (93%), a wide-ranging song catalog (93%), and affordable or free access (92%). Moreover, about 13% of dedicated superfans were ready to pay more than 500,000 VND each month for subscriptions and related digital music offerings. This spending behavior indicates a mature market where dedicated music enthusiasts are willing to pay premium prices for enhanced experiences and exclusive content, creating substantial revenue opportunities for streaming platforms that can effectively cater to this demographic.

Vietnam Online Music Streaming Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2025-2033. Our report has categorized the market based on service, revenue model, platform, content type, and end user.

Service Insights:

• On-demand Streaming
• Live Streaming

The report has provided a detailed breakup and analysis of the market by service. This includes on-demand streaming and live streaming.

Revenue Model Insights:

• Subscription
• Non-Subscription

A detailed breakup and analysis of the market based on the revenue model have also been provided in the report. This includes subscription and non-subscription.

Platform Insights:

• App
• Browser

The report has provided a detailed breakup and analysis of the market by platform. This includes app and browser.

Content Type Insights:

• Audio
• Video

A detailed breakup and analysis of the market based on the content type have also been provided in the report. This includes audio and video.

End User Insights:

• Individual
• Commercial

The report has provided a comprehensive analysis of the market by end user. This includes individual and commercial.

Regional Insights:

• Northern Vietnam
• Central Vietnam
• Southern Vietnam

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Vietnam, Central Vietnam, and Southern Vietnam.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Vietnam Online Music Streaming Market Report Coverage:

Key Questions Answered in This Report:

• How has the Vietnam online music streaming market performed so far and how will it perform in the coming years?
• What is the breakup of the Vietnam online music streaming market on the basis of service?
• What is the breakup of the Vietnam online music streaming market on the basis of revenue model?
• What is the breakup of the Vietnam online music streaming market on the basis of platform?
• What is the breakup of the Vietnam online music streaming market on the basis of content type?
• What is the breakup of the Vietnam online music streaming market on the basis of end user?
• What is the breakup of the Vietnam online music streaming market on the basis of region?
• What are the various stages in the value chain of the Vietnam online music streaming market?
• What are the key driving factors and challenges in the Vietnam online music streaming market?
• What is the structure of the Vietnam online music streaming market and who are the key players?
• What is the degree of competition in the Vietnam online music streaming market?

Key Benefits for Stakeholders:

• IMARC's industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Vietnam online music streaming market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Vietnam online music streaming market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Vietnam online music streaming industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.