Malaysia’s creator economy moves beyond side hustle as income grows

Malaysia’s creator economy is showing signs of becoming a more established earn more than the country’s monthly minimum wage

According to “Beyond the scroll: The real-world impact of TikTok”, a study conducted independently by Kearney for TikTok, around 45% of surveyed creators reported earning more than Malaysia’s RM1,700 monthly minimum wage, while 17% earned more than RM5,000 a month

The findings also point to a shift towards content creation as a profession. Nearly 35% of surveyed creators identified themselves as full-time creators, while around 59% said they post content daily. Fashion was found to be the most common niche among surveyed creators at 78%, followed by beauty at 67% and lifestyle at 57%. 

Don’t miss: TikTok backs LGBTQIA+ creator growth through music and mentorship

The economic contribution of creators forms part of a wider TikTok-linked ecosystem that Kearney estimates contributed RM20 billion in gross value added (GVA) to Malaysia’s economy in 2025.  Of that figure, RM1.94 billion was attributed to content creators, who also accounted for around 19,000 jobs and other economic opportunities

The wider ecosystem is estimated to support around 147,000 jobs and other income opportunities nationwide. Kearney attributed RM10.4 billion of the total GVA to direct economic activity generated by creators and businesses whose revenue is enabled by TikTok, with a further RM6.3 billion coming from indirect activity across areas such as logistics, payments, packaging and professional services

The remaining RM3.3 billion was attributed to spending generated by people earning income through the ecosystem

From content to commerce

The findings also highlight how creator activity is increasingly tied to the way Malaysian businesses market and sell products online

The study puts the number of local businesses on TikTok Shop Malaysia at 1.8 million. Among businesses surveyed, around 65% described TikTok as “very important” to their revenue, while roughly half said the platform accounts for more than 40% of their overall revenue

Overall, 97% of businesses surveyed regarded TikTok as an important

Customer acquisition emerged as one of the main reasons businesses use the platform, with around 72% saying it helped them reach new audiences. Another 59% said it enabled them to interact directly with customers and gather feedback, while 60% said insights from the platform had helped them introduce new products and services

The findings also suggest that businesses are taking on some of the characteristics of creators themselves. Interviews conducted by Kearney found that businesses are producing videos and livestreams to engage audiences, with some using content to share industry knowledge, educate followers and showcase aspects of Malaysian culture

Livestreaming is also a significant part of the creator ecosystem. Between October 2024 and October 2025, 7.1 million Malaysian creators engaged in livestreaming on TikTok LIVE, with 4.5 million receiving rewards or other monetisation opportunities through the feature

Creators surveyed said their income comes through several channels, including brand partnerships, livestreaming and affiliate commerce. 

Discovery increasingly drives purchase decisions 

The report also points to the growing role of social platforms in product discovery, with 65% of surveyed users saying they use TikTok to find new products or shopping deals

In addition, around 83% said they had purchased something through TikTok Shop in the past year. Meanwhile, 68% said they had bought a product or service elsewhere after discovering it on TikTok

That influence extends beyond retail. Respondents cited restaurants, tourist attractions and hotels among the types of businesses they had visited or booked after discovering them on the platform. Food and drink was the most popular content category among surveyed Malaysian users at 83%, followed by entertainment at 82% and music at 64%

Within the wider economic impact, beauty, health and personal care was the largest contributor to direct GVA at around 24%, followed by grocery, pets, mum and babies at 17%. Content creators accounted for approximately 18% of direct GVA

The report comes as Malaysia’s digital economy continues to outpace broader economic growth. Between 2020 and 2023, the country’s digital economy grew at a compound annual growth rate of around 10%, compared with approximately 5% growth in real GDP

Malaysia’s digital economy contributed RM428 billion, or around 27% of real GDP, in 2023, with eCommerce accounting for RM248 billion or 58% of that figure. Meanwhile, Malaysia’s digital content market generated RM87.25 billion in revenue and RM11.18 billion in export sales in 2025, according to figures cited in the report

The platform has also been looking to turn more of that discovery into transactions within TikTok Shop. Earlier this June, TikTok Shop rolled out its 6.6 “Birthday fiesta” campaign in Malaysia, partnering with Fishermen Integrated to encourage shoppers to complete their purchase journeys within the platform

Coinciding with TikTok Shop’s 6.6 birthday mega sale, the campaign sought to position the platform as a seamless destination for both product discovery and checkout, while turning shoppers’ “birthday wishes” into reality through deals and promotions

Related articles: TikTok Shop is looking to make Ramadan and Raya shopping fun again  TikTok names new Malaysia communications lead  TikTok Shop is booming globally. So why is Australia still waiting?   

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Source: www.marketing-interactive.com