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Vietnam's media environment blends state-run broadcasters, party-owned newspapers, and fast-growing digital platforms. Brands monitoring the market must navigate strict regulation, rapidly expanding internet and mobile usage, and audiences that rely on social video and messaging apps for news and entertainment.
State institutions dominate: Vietnam Television (VTV), Voice of Vietnam (VOV), and Vietnam News Agency (VNA) operate under Communist Party oversight, while provincial stations and ministries run affiliated outlets. The Press Law 2016 and Cybersecurity Law 2018 empower the Ministry of Information and Communications to license outlets, censor content, and require data localisation. Press Plan 2025 consolidates hundreds of publications into larger state groups, limiting private investment and centralising messaging.
DataReportal counts 79.8 million internet users (around 79% penetration) and 72.7 million social media identities. Facebook and YouTube remain dominant, TikTok exceeds 40 million adult users, and homegrown Zalo reaches 85% of residents with messaging, payments, and ecommerce features. Despite censorship, digital advertising and influencer marketing continue to grow, and cross-border platforms face rising moderation demands under decrees targeting "illegal" content.
Vietnamese internet users average nearly seven hours online daily, spending over two hours on social media and streaming. Facebook, TikTok, YouTube, and Zalo dominate daily habits, and mobile-first behaviours drive ecommerce, gaming, and live commerce growth. Podcast and online audio audiences are emerging in urban centres, and messaging apps distribute news bulletins and emergency alerts.
Terrestrial TV still reaches rural and older viewers for news, sports, and national celebrations, while urban youth favour on-demand and OTT platforms. Print readership continues to decline as online portals and social feeds supply breaking news. Radio provides transport updates and public-service messaging, particularly via VOV and VOH commuter channels.
| Indicator | Latest Figure | Source |
|---|---|---|
| Population | approximately 100.3 million (2024) | General Statistics Office of Vietnam |
| Internet users | approximately 79.8 million (79% penetration) | DataReportal Digital 2025 Vietnam |
| Social media users | approximately 72.7 million (72% penetration) | DataReportal Digital 2025 Vietnam |
| Mobile connections | approximately 156 million (153% penetration) | DataReportal Digital 2025 Vietnam |
| Digital ad spend | approximately USD 1.5 billion (2024) | Statista Digital Advertising Vietnam |
Reuters Institute's 2024 report records 27% of Vietnamese respondents trusting most news most of the time, with VTV and Tuoi Tre Online rated among the most trusted sources. Government controls and Decree 53 on personal data intensify moderation, and watchdogs highlight rising arrests of bloggers and citizen journalists. Users increasingly cross-verify news through social media, messaging groups, and international outlets.
K-content, local dramas, game shows, and football dominate television and streaming charts, while micro-influencers and TikTok creators drive awareness through short-form video. Radio loyalists tune in for economic updates and traffic, and podcasts cover entrepreneurship, education, and lifestyle topics in major cities. Consumers expect vernacular content, mobile payment integration, and interactive live streams across commerce, education, and entertainment.
