A data profile of the people who buy, follow and care about Southeast Asia in Malaysia — modelled from more than twelve digital signal sources. Southeast Asia has an estimated audience of 7,529,949 people in Malaysia.
The average Southeast Asia fan in Malaysia is 39.1 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include YouTube, Drama movies, Energy, with strongest over-indexing on YouTube (1.59× the country average).
Demographically, the Southeast Asia audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Convenience Orientation, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Southeast Asia fan in Malaysia is balanced, around 39.1 years old, with strong Convenience Orientation tendencies and a notable affinity for YouTube.
The key figures that characterise the Southeast Asia profile in Malaysia.
48.5% are female, 51.5% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 48.5% |
| Male | 51.5% |
| Average age | 39.1 |
| Estimated audience size | 7,529,949 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 17% |
of the worldwide Southeast Asia audience comes from Malaysia.
| Country | Share |
|---|---|
| Indonesia | 9.5% |
| United States | 9.0% |
| Philippines | 8.0% |
Where the Southeast Asia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~3.5M | 1.69× | |
| 02 | Kuala Lumpur | ~2M | 1.58× | |
| 03 | Penang | ~600K | 1.27× | |
| 04 | Sarawak | ~800K | 1.21× | |
| 05 | Sabah | ~800K | 1.20× | |
| 06 | Johor | ~1M | 1.01× | |
| 07 | Malacca | ~300K | 0.96× | |
| 08 | Negeri Sembilan | ~300K | 0.95× | |
| 09 | Perak | ~600K | 0.94× | |
| 10 | Kedah | ~400K | 0.91× | |
| 11 | Labuan | ~50K | 0.90× | |
| 12 | Putrajaya | ~40K | 0.88× | |
| 13 | Terengganu | ~300K | 0.87× | |
| 14 | Pahang | ~300K | 0.86× | |
| 15 | Perlis | ~90K | 0.83× | |
| 16 | Kelantan | ~300K | 0.79× |
The strongest cross-interests of the Southeast Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Energy | Home & Garden | 1.78× | ||
| 02 | Documentary movies | Movies & TV | 1.78× | ||
| 03 | Fantasy movies | Movies & TV | 1.78× | ||
| 04 | Breaking news | Movies & TV | 1.78× | ||
| 05 | Herbalism | Health | 1.78× | ||
| 06 | Horror movies | Movies & TV | 1.72× | ||
| 07 | Drama movies | Movies & TV | 1.71× | ||
| 08 | Politics | Politics & Society | 1.70× | ||
| 09 | Badminton | Sports | 1.69× | ||
| 10 | Action movies | Movies & TV | 1.65× | ||
| 11 | Anime movies | Movies & TV | 1.63× | ||
| 12 | Home improvement | Home & Garden | 1.62× | ||
| 13 | YouTube | Movies & TV | 1.59× | ||
| 14 | Bollywood movies | Movies & TV | 1.57× | ||
| 15 | Home Appliances | Home & Garden | 1.55× | ||
| 16 | Religion | Business & Career | 1.54× | ||
| 17 | Coupons | Shopping | 1.53× | ||
| 18 | Heavy metal music | Music & Radio | 1.53× | ||
| 19 | Fast food | Food & Beverages | 1.51× | ||
| 20 | Pop music | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.34× | |
| Spirituality | BALANCE | 1.31× | |
| Healthy Lifestyle | BALANCE | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.87× | |
| Early Adopter Mentality | POWER | 0.87× | |
| Luxury Orientation | PREMIUM | 0.88× |
Southeast Asia has an estimated audience of 7,529,949 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
48.5% of Southeast Asia fans are female, 51.5% are male, with an average age of 39.1 years.
Southeast Asia fans show strongest brand affinity for YouTube (1.59×), Drama movies (1.71×), and Energy (1.78×) over the country average.
Southeast Asia fans in Malaysia are most concentrated in Selangor (reach ~3.5M), Kuala Lumpur (reach ~2M), and Johor (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Southeast Asia itself, the audience over-indexes on Drama movies (1.71×), Energy (1.78×), Fast food (1.51×), and Home improvement (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 Southeast Asia. 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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