Vietnamese lead digital music shift

Through extensive reviews, surveys, and interviews, RMIT’s new research on Vietnam digital music landscape for 2024 and 2025, published on December 19, explains how digital music consumption has seamlessly integrated into daily life in Vietnam.

Citing data from Statista and We Are Social, the report stated that online music streaming revenue in Vietnam is projected to reach $40 million in 2024, making it the leading segment of the music industry. Vietnam ranks seventh in the region, showcasing the considerable potential of its digital music market.

According to research findings on popular music streaming platforms, YouTube, with a 99.6 per cent user rate, has maintained its position as the top platform over the past two years, thanks to market expansion and high-quality music services with modern personalised features.

Pham Dinh Tam, project manager at IME, the organisation that brought Blackpink to Vietnam, emphasised the importance of phased strategies for development.

“To profit from culture and entertainment, strong, widely influential brands must be built, serving as foundations for the growth of surrounding satellite products,” Tam said. “With music, the starting point should still be quality works, captivating performances, and influential artists. For Vietnamese singers to step onto the international stage, they need greater efforts, particularly in performance techniques and technology.”

TikTok closely follows YouTube with a 99 per cent user rate, driven by the popularity of short videos and trending songs. Facebook, ranking third at 96 per cent, demonstrates its strength in connecting users and sharing music content.

Over the past two years, Vietnam has gained increasing regional attention, hosting performances by prominent international artists such as Blackpink, Katy Perry, and Charlie Puth, rather than only past-their-prime artists as seen in the past.

“This is a golden opportunity for artists, industry businesses, governing bodies, and music lovers to jointly build a professional, creative, and high-potential digital music market in Vietnam. The changing behaviours of listeners, from their platform preferences to their listening times and spaces, demand a strategic and adaptive approach from the entire music ecosystem,” said Assoc. Prof. Nguyen Van Thang Long, a professional communications expert.

RMIT’s research findings also highlight that fans play a crucial role in an artist’s success, shaping the shift in digital music consumption. “The relationship between artists and fans often forms naturally as fans are drawn to the artist’s music and image. While non-fans casually listen to music suggested by social media platforms, superfans actively engage with and support their favourite artists through online interactions and attending live events,” the report stated.

The research team has mapped the fan journey, which starts with discovery and progresses through exploration, retention, purchasing, and advocacy. Fans demonstrate loyalty by spending on various products, with co-branded items featuring artists being particularly popular. Many fans spend over $40 on premium products, while subscription packages and albums/singles are preferred in more accessible price ranges.

Superfans, representing 13 per cent of the fan base in Vietnam, are the most loyal supporters. They actively contribute by purchasing albums, attending shows, and dedicating time and money to following their favourite artists. On average, superfans spend $21 monthly on subscriptions to digital music platforms, artists’ broadcast channels, fan clubs’ social media groups, and merchandise, including co-branded artist products.

The vibrant activity of passionate superfans is significantly shaping Vietnam’s music industry. “With over 75 per cent of music consumption focused on domestic products, superfans, particularly those from Gen Z, are crucial in boosting the popularity of local artists,” the report explained. “These fans are not passive listeners; they actively promote their idols, buy concert tickets, and elevate artists to the top of platforms like YouTube and Spotify. Inspired by K-pop culture, this model often succeeds due to strong social media engagement and event participation.”

Long added that superfans wield considerable influence over artists’ careers, providing enthusiastic support but potentially withdrawing if their expectations are unmet.

“This dynamic offers opportunities for deeper fan connections while presenting challenges in managing artists’ public images. Artists and their management teams must carefully navigate fan expectations and maintain a positive image to avoid alienating their dedicated fanbase,” said Long.

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