The Media Landscape in Singapore 2025: Key Trends and Insights

The media market in Singapore and the Asia Pacific (APAC) region is rapidly evolving and driven by digital transformation, shifting consumer preferences, and technological advancements. As we approach 2025, media companies must keep pace by adopting new channels, exploring emerging trends, and refining digital strategies to capture audience attention. The industry is navigating a complex but exciting path forward, from AI-driven optimization for content personalization to the rise of immersive media like AR and VR. For media organizations in Singapore, staying attuned to these trends is essential to engage audiences effectively, foster growth, and maintain relevance in a competitive market.

Common Media Tendencies in the APAC Region This Year

Research of DecenterAds analyst’s team of media trends for the past 2024 and the previous few years reveals several key trends shaping programmatic ad spending in the APAC region as we head into 2024. Analyzing these trends showed our team the evolving consumer behavior, technological advancements, and regulatory shifts influencing the media landscape. So, to summarize, here are the top consumer and programmatic advertising trends for 2024 in APAC:

• Post-pandemic, there’s a growing demand for grand experiences in APAC, driven by revenge travel. While major events like concerts and the 2024 Olympics lead the way, smaller gatherings like themed movie nights are also rising.
• Connected TV is rapidly expanding in APAC, with a 6.5% annual growth in device ownership and ad budgets shifting accordingly. CTV offers higher engagement and better ad conversion rates, opening opportunities for shoppable media.
• Stricter data privacy regulations are emerging across APAC, driven by rising consumer demand for transparency. Examples include Indonesia’s eCommerce laws and China’s data protection rules.
• The “deinfluencing” trend reflects a growing demand for authenticity, with influencers questioning brand claims. Campaigns like IKEA’s “Proudly Second Best” resonate with consumers seeking transparency.
• Generative AI continues to grow: according to forecasts, 90% of digital content will be created by artificial intelligence by 2026.
• Podcasts are gaining influence in APAC, with listeners responding well to organic ads.
  Tapping into regional pride helps build stronger brand relationships.
• Consumers are using health tech and wearables for personalized wellness, but concerns around data privacy remain.
• Visual search is transforming e-commerce, particularly in China, where 84% of consumers use it monthly.
• Bold campaigns like Louis Vuitton’s collaboration with Supreme show the value of embracing creativity and fresh approaches.

General Media Trends in Singapore 2025

As we continue to observe the data and industry statistics, we want to forecast media trends. Relying on weighty regional smartphone statistics, we have noticed specific trends. The smartphone user base in Singapore continues to grow, reaching 5.85 million in 2024, and is expected to rise to 6.16 million by 2028, according to Statista’s projections. With mobile devices owned by 80.2% of the population, compared to 62.5% who own laptops or desktops, it’s clear that Singapore is becoming increasingly mobile-first.

This shift means more people rely on smartphones to access the internet, making mobile responsiveness a critical factor for online success. Brands and businesses must prioritize optimizing their websites and digital content for mobile users; failing to do so risks alienating a large audience. Mobile gaming and video ads are expected to be central to digital advertising strategies as mobile continues to dominate digital media consumption in Singapore. Location-based targeting will also be crucial as more brands aim to reach users in specific, relevant contexts.

An example of successful mobile advertising in Singapore is Grab’s Reward Program Campaign. Leveraging its mobile app, the popular ride-hailing service used in-app ads and push notifications to keep users engaged. Grab encouraged frequent usage of its services by promoting exclusive offers and reward points, seamlessly integrating promotions within the app experience. This approach effectively tapped into Singapore’s mobile-first trend, reaching users directly on their smartphones and enhancing customer loyalty through personalized incentives. Since mobile devices are becoming the dominant platform for consuming media, campaigns like Grab’s highlight the impact of targeted, mobile-centric strategies in driving customer engagement and brand loyalty in a competitive market.

The following trends highlight a dynamic and tech-driven future for media in Singapore, where innovation, sustainability, and privacy will shape the next wave of marketing strategies:

Trend 1: Programmatic Advertising Takes Center Stage

Programmatic advertising is set to dominate Singapore’s media landscape in 2025, driven by platform software that enables real-time, data-driven advertising decisions. AI-powered personalization will make campaigns more precise, enhancing engagement by tailoring content to individual viewer preferences. With the rise of CTV and OTT platforms capturing growing viewership, advertisers are expected to allocate more budgets to programmatic buys on these channels. As third-party cookies phase out, brands prioritize alternative data strategies, especially in digital out-of-home (DOOH) and audio advertising, positioning programmatic as an indispensable tool for future-focused marketing.

Trend 2: Short-Form Video Dominance

Short-form video remains dominant in Singapore’s media landscape in 2025, building on its momentum from 2024. TikTok leads the charge, capturing over a billion global users and drawing substantial viewership in Singapore, where users spend an estimated 95 minutes daily on the app. As ad revenue on TikTok surpasses platforms like Twitter and Snapchat, brands are increasingly turning to short videos to connect with audiences. Storytelling through platforms like TikTok, Instagram Reels, and YouTube Shorts allows brands to reach users organically. Live-stream shopping and social commerce are also gaining traction, blending influencer marketing with instant purchasing options.

Trend 3: First-Party Data & Privacy-Centric Marketing

As data privacy regulations tighten, Singapore’s marketers in 2025 are shifting to first-party data and privacy-centric strategies. To meet compliance, brands use consent management platforms and focus on customer loyalty programs to build trust. Contextual targeting takes precedence as third-party cookies phase out, reshaping the ad landscape. Meanwhile, AI-changing audience consumption and brand interaction raise new data protection concerns. Regulators across Asia-Pacific, including Singapore, are issuing AI governance and data security guidelines to balance innovation with consumer privacy.

Trend 4: Sustainability Messaging Gains Traction

Sustainability messaging is set to dominate Singapore’s media landscape in 2025, building on the momentum of 2024. As sustainable practices become a top priority, advertisers increasingly seek eco-friendly platforms and transparent partnerships. Consumers demand accountability on environmental impact, and green advertising initiatives are rising to meet this call. Brands aiming to lead in this space focus on measurable impact, as CIMB Bank’s Group Chief Sustainability Officer Luanne Sieh highlighted in a keynote, emphasizing carbon neutrality and reducing emissions across all operations. Regulatory moves, like the ASA’s 2023 recommendation to pull an ad for greenwashing, further spotlight the need for genuine sustainability efforts.

Trend 5: AI-Enhanced Content Creation & Curation

AI-enhanced content creation and curation will reshape Singapore’s media environment in 2025, enabling faster and more personalized audience engagement. This technology is poised to drive digital transformation, supporting economic growth, improved efficiency, and creative innovation across sectors. AI’s ability to streamline content personalization and automate curation processes allows media companies to deliver tailored experiences at scale, while data literacy and scalable AI strategies are becoming essential. As organizations prioritize safe and equitable AI deployment, partnerships across industries will be crucial to harness its benefits while upholding data ethics and privacy.

Trend 6: Voice and Audio Advertising Expansion

Voice and audio advertising is set to expand in Singapore’s media landscape in 2025, with projected ad spending reaching over USD 113 million by the end of 2024. While linear radio is gradually shifting to more targeted, data-driven advertising, the adoption of programmatic audio has faced delays, partly due to slow transitions by significant radio networks. Meanwhile, streaming growth has stabilized in mature markets like Singapore, which is popular and led by platforms like Spotify and YouTube Music. Podcast reach has plateaued, yet its impact is vital, as audio ads prompt listeners to visit brand websites and engage on social media platforms.

Trend 7: Hyper-Localization of Campaigns

In 2025, brands in Singapore are expected to intensify their focus on hyper-localized campaigns to resonate with the city-state’s multicultural audience. Campaigns can strengthen engagement and relatability by incorporating local languages, dialects, and culturally relevant themes. An example of this approach is seen in Tiger Beer’s “Unexpected Singapore” campaign with the Singapore Tourism Board, which highlighted Singapore’s hidden cultural gems through locally produced films, interactive walking trails, and limited-edition artwork. This hyper-localized strategy not only reinforced Tiger Beer’s national identity but also fostered community ties and supported tourism, demonstrating the potential of authentic local storytelling.

Leading Platforms in Singapore’s Digital Market

According to The Singapore Digital market report (2024-2030), several platforms stand out as essential for businesses seeking to build brand presence and connect with their audience in Singapore’s competitive digital market. Platforms like Google, Facebook, Lazada, Shopee, and Carousell dominate as crucial tools for businesses to connect with audiences and boost brand visibility. E-commerce, a key driver of digital activity, is thriving, with platforms like Lazada and Qoo10 gaining significant traction. Video marketing has also emerged as a vital strategy for engaging younger demographics, as brands aim to become more visible, memorable, and shareable in a crowded digital space.

With over 90% of Singapore’s search engine market share, Google remains the primary tool for search engine optimization (SEO), an indispensable skill for achieving visibility. Yet, the intense competition for top rankings on Google’s first page makes pay-per-click (PPC) advertising an attractive alternative to drive traffic and conversions. With quality content that fosters customer loyalty and positions brands as industry leaders, businesses can secure a competitive edge.

These dynamics are supported by Singapore’s digital transformation initiatives, including the Smart Nation and Industry Transformation Map programs, which have spurred innovation and boosted the digital economy. As a result, Singapore’s digital market is forecast to expand at a CAGR of 20.4% between 2024 and 2030, making it a fertile ground for businesses leveraging digital platforms effectively.

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