Việt Nam’s digital scene stabilises amid softening platform loyalty

Việt Nam’s digital scene stabilises amid softening platform loyalty

Facebook, though still broadly popular, has declined for two consecutive quarters and faces heightened competition from Zalo, which has overtaken it among Gen Y for the first time.

The chart shows top platforms for Al-powered usage-penetration rate. — Photo courtesy of Decision Lab

Việt Nam’s digital ecosystem is entering a phase of stabilisation, according to Decision Lab’s Connected Consumer Report for Q3 2025. While social media familiarity remains strong, platform loyalty is weakening as users diversify their online activities.

The report notes a re-emergence of generational differences after several quarters of convergence. Facebook, though still broadly popular, has declined for two consecutive quarters and faces heightened competition from Zalo, which has overtaken it among Gen Y for the first time. 

Meanwhile, YouTube and TikTok continue to gain traction with Gen X and Gen Y, while maintaining a strong presence among Gen Z, reflecting a broader shift toward video-centric platforms.

Nguyễn Thị Mai Trâm, head of Insight Velocity Practice at Decision Lab, advised brands to prepare for a renewed generational split.

"While Facebook and Zalo remain key for broad connection, younger audiences are increasingly shaped by video-led platforms like YouTube and TikTok. Effective strategies must balance reach with content formats that reflect evolving age-specific behaviours,” she said. 

Vietnamese consumers are becoming more selective in their digital habits, prioritising platforms that provide clear value. AI adoption has surged, with nearly 87 per cent of online consumers using AI-powered tools in Q3 2025. 

ChatGPT, Gemini and Meta AI continue to lead the AI market, thanks to their versatile, general-purpose capabilities, including open-ended interaction, productivity support and information search.

Leading entertainment platforms remain central to online behaviour, but engagement has softened in Q3 2025. Although YouTube, TikTok and Facebook continue to dominate, audiences are spreading their attention across more formats and content sources, slowing growth across categories.

Decision Lab CEO Thue Quist Thomasen said: “As engagement flattens, we’re seeing audiences become more selective in how they spend their time online. 

"The challenge for brands is no longer just reach, but relevance, creating content that cuts through fatigue and fragmentation while reflecting the shifting ways different generations consume media.” 

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