Myanmar’s digital consumer market in 2025 has transitioned from rapid expansion to a phase of behavioral maturity. Growth is no longer driven by new internet users, but by how people use digital platforms, how much time they spend, and how digital tools integrate into their daily lives.
61.1% of the population is online, and 98% of internet users actively engage with social media. Myanmar is a social media-first market, where digital life primarily occurs on a small number of mobile platforms, especially TikTok, Facebook, YouTube, Telegram, and Viber, rather than on standalone websites or apps.
Demographics shape everything. With 71% of the population under 30, consumer attention is increasingly favoring short-form video, visual storytelling, and emotionally relevant content. TikTok is the fastest-growing platform, while Facebook remains critical for functional use cases such as buying, selling, and direct communication, even as entertainment time shifts elsewhere.
Internet access has become a non-negotiable monthly expense, averaging USD 7–9 per user, creating a USD 3+ billion annual connectivity market. This stable spending underpins the entire digital economy, from media consumption to e-commerce.
Social media engagement patterns reveal a notable shift in structure. Attention has moved away from generic entertainment toward issue-driven, event-based, and narrative content. At the same time, participation remains cautious, with reactions dominating while comments and public sharing are limited. This reflects a preference for emotional response over visible opinion. Online shopping is now mainstream. 87% of users have made purchases via social platforms in recent months. Facebook is the backbone of social commerce, while TikTok is emerging as a discovery and influence channel. However, growth is constrained by trust and execution, not demand. Most consumers report neutral trust, rely heavily on Cash on Delivery, and cite late delivery as the biggest pain point.