A data profile of the people who buy, follow and care about Malaysia in Malaysia — modelled from more than twelve digital signal sources. Malaysia has an estimated audience of 7,619,108 people in Malaysia.
The average Malaysia fan in Malaysia is 38.1 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Webtoon, Prothom Alo, Korean Series, with strongest over-indexing on Webtoon (2.65× the country average).
Demographically, the Malaysia audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Healthy Lifestyle, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Malaysia fan in Malaysia is balanced, around 38.1 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Webtoon.
The key figures that characterise the Malaysia profile in Malaysia.
49.1% are female, 50.9% are male, average age 38.1.
| Metric | Value |
|---|---|
| Female | 49.1% |
| Male | 50.9% |
| Average age | 38.1 |
| Estimated audience size | 7,619,108 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 26% | |
| 30-39 | 21% | |
| 40-49 | 18% | |
| 50+ | 17% |
of the worldwide Malaysia audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 17.2% |
| Indonesia | 9.6% |
| Malaysia | 6.9% |
Where the Malaysia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~2M | 1.54× | |
| 02 | Selangor | ~3M | 1.34× | |
| 03 | Johor | ~1M | 1.22× | |
| 04 | Sabah | ~800K | 1.08× | |
| 05 | Kedah | ~500K | 1.08× | |
| 06 | Penang | ~500K | 1.05× | |
| 07 | Pahang | ~400K | 1.04× | |
| 08 | Negeri Sembilan | ~400K | 1.03× | |
| 09 | Sarawak | ~600K | 1.00× | |
| 10 | Perak | ~600K | 1.00× | |
| 11 | Malacca | ~300K | 0.93× | |
| 12 | Kelantan | ~300K | 0.92× | |
| 13 | Terengganu | ~300K | 0.92× | |
| 14 | Putrajaya | ~30K | 0.75× | |
| 15 | Perlis | ~70K | 0.66× | |
| 16 | Labuan | ~30K | 0.53× |
The strongest cross-interests of the Malaysia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Webtoon | Internet & Social Media | 2.65× | ||
| 02 | Zaskia Adya Mecca | Movies & TV | 2.61× | ||
| 03 | Shireen Sungkar | Movies & TV | 2.20× | ||
| 04 | Gong Yoo | Movies & TV | 1.93× | ||
| 05 | MatahariMall.com | Website / Newspaper / Magazine | 1.81× | ||
| 06 | Korean Series | Movies & TV | 1.78× | ||
| 07 | Bdnews24.com | News | 1.73× | ||
| 08 | Laudya Chintya Bella | Music & Radio | 1.72× | ||
| 09 | Prothom Alo | News | 1.69× | ||
| 10 | CNBLUE | Music & Radio | 1.63× | ||
| 11 | Taeyang | Music & Radio | 1.62× | ||
| 12 | Bed bug | Home & Garden | 1.62× | ||
| 13 | Dainik Jagran | News | 1.61× | ||
| 14 | Lorde | Music & Radio | 1.55× | ||
| 15 | Claire Rosinkranz | Music & Radio | 1.55× | ||
| 16 | chloe moriondo | Music & Radio | 1.55× | ||
| 17 | Frances Forever | Music & Radio | 1.55× | ||
| 18 | Vice Ganda | Movies & TV | 1.54× | ||
| 19 | Telenor | Technology & Electronics | 1.54× | ||
| 20 | Wardah Cosmetics | Beauty & Wellness | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.92× | |
| Sustainability | BALANCE | 0.78× | |
| Price Sensitivity | PREMIUM | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.55× | |
| Patriotism | CONSERVATISM | 0.57× | |
| Early Adopter Mentality | POWER | 0.60× |
Malaysia has an estimated audience of 7,619,108 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
49.1% of Malaysia fans are female, 50.9% are male, with an average age of 38.1 years.
Malaysia fans show strongest brand affinity for Webtoon (2.65×), Prothom Alo (1.69×), and Korean Series (1.78×) over the country average.
Malaysia fans in Malaysia are most concentrated in Selangor (reach ~3M), Kuala Lumpur (reach ~2M), and Johor (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Malaysia itself, the audience over-indexes on Prothom Alo (1.69×), Korean Series (1.78×), Gong Yoo (1.93×), and Taeyang (1.62×) 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 Malaysia. 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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