A data profile of the people who buy, follow and care about Digital media in Malaysia — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 3,425,825 people in Malaysia.
The average Digital media fan in Malaysia is 37.9 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Politics, Philosophy, Social science, with strongest over-indexing on Politics (2.18× the country average).
Demographically, the Digital media audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 15 regions tracked by Rascasse.
The typical Digital media fan in Malaysia is balanced, around 37.9 years old, with strong Patriotism tendencies and a notable affinity for Politics.
The key figures that characterise the Digital media profile in Malaysia.
46.0% are female, 54.0% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 46.0% |
| Male | 54.0% |
| Average age | 37.9 |
| Estimated audience size | 3,425,825 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 29% | |
| 30-39 | 24% | |
| 40-49 | 18% | |
| 50+ | 15% |
of the worldwide Digital media audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.44× | |
| 02 | Kuala Lumpur | ~800K | 1.29× | |
| 03 | Perlis | ~50K | 1.08× | |
| 04 | Sarawak | ~300K | 1.03× | |
| 05 | Putrajaya | ~20K | 1.02× | |
| 06 | Perak | ~300K | 1.00× | |
| 07 | Negeri Sembilan | ~200K | 1.00× | |
| 08 | Johor | ~400K | 0.98× | |
| 09 | Kedah | ~200K | 0.98× | |
| 10 | Terengganu | ~100K | 0.98× | |
| 11 | Kelantan | ~200K | 0.96× | |
| 12 | Penang | ~200K | 0.95× | |
| 13 | Pahang | ~200K | 0.95× | |
| 14 | Malacca | ~100K | 0.95× | |
| 15 | Sabah | ~300K | 0.91× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Anne Hathaway | Movies & TV | 3.44× | ||
| 02 | Sports betting | Games | 3.41× | ||
| 03 | Political science | Business & Career | 3.16× | ||
| 04 | Public administration | Business & Career | 2.65× | ||
| 05 | Politics | Politics & Society | 2.18× | ||
| 06 | Social science | Business & Career | 1.97× | ||
| 07 | HVAC | Home & Garden | 1.95× | ||
| 08 | Wikipedia | Internet & Social Media | 1.82× | ||
| 09 | Sociology | Business & Career | 1.80× | ||
| 10 | Rugby union | Sports | 1.80× | ||
| 11 | Luxury real estate | Business & Career | 1.73× | ||
| 12 | Doctor of Philosophy | Business & Career | 1.70× | ||
| 13 | Philosophy | Business & Career | 1.66× | ||
| 14 | Mobile home | Cars & Mobility | 1.64× | ||
| 15 | Stand-up comedy | Movies & TV | 1.62× | ||
| 16 | Online gambling | Games | 1.60× | ||
| 17 | Blood vessel | Health | 1.59× | ||
| 18 | Myanmar | Travel & Leisure | 1.57× | ||
| 19 | Google Drive | Technology & Electronics | 1.55× | ||
| 20 | Radio | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.53× | |
| Spirituality | BALANCE | 1.17× | |
| Quality Awareness | PREMIUM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.75× | |
| Design Affinity | PREMIUM | 0.83× | |
| Social Media Usage | JOY | 0.87× |
Digital media has an estimated audience of 3,425,825 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
46.0% of Digital media fans are female, 54.0% are male, with an average age of 37.9 years.
Digital media fans show strongest brand affinity for Politics (2.18×), Philosophy (1.66×), and Social science (1.97×) over the country average.
Digital media fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~800K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on Philosophy (1.66×), Social science (1.97×), Sports betting (3.41×), and Google Drive (1.55×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for Digital media. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Malaysia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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