Shorter Is Stronger: The 60-Second Media Shift in Southeast Asia

A major transformation is unfolding across Southeast Asia’s media landscape. The shift is visible everywhere: from television to mobile devices, from active search to algorithm-driven discovery, and from long-form content to short-form video. In recent years, short-form has become the dominant force shaping how people consume digital media.

This is not a temporary trend but a structural change. Hundreds of millions of users across the region now spend hours each month watching short videos. In countries like Indonesia, short-form viewing time has already surpassed long-form content, signaling a deep shift in user behavior and preferences.

Several key factors explain this rapid rise. Southeast Asia is a mobile-first region, where smartphones are the primary gateway to the internet. Short videos are optimized for this environment—they are fast to load, easy to consume, and suitable for on-the-go viewing. At the same time, shrinking attention spans make shorter content more engaging and efficient.

Algorithms play a central role in this ecosystem. Platforms rely on recommendation systems that continuously deliver personalized content streams, eliminating the need for users to actively search. This creates an immersive and often addictive experience driven by endless scrolling.

The impact extends beyond entertainment. The barrier to virality has dropped significantly, allowing anyone to reach massive audiences without a large follower base. This has fueled an explosion of creators and content production. Moreover, short-form platforms are increasingly integrated with e-commerce, turning content into a direct pathway for product discovery and sales.