Over 7.2 million creators in Malaysia went live on TikTok last year amid shift to real-time content
This growth reflects a fundamental change in audience behaviour, where users are no longer passive viewers but active participants in shaping content.
SHAH ALAM - More than 7.2 million creators in Malaysia went live on TikTok last year, reflecting a growing shift towards interactive, real-time content as audiences move from passive viewing to active participation.
TikTok Live Asia’s Brand and Reputation manager, Chin Zhao Wei, said this growth reflects a fundamental change in audience behaviour, where users are no longer passive viewers but active participants in shaping content.
“TikTok Live reflects the shift from passive viewing to active participation. Audiences today don’t just want to watch entertainment, they want to shape it,” he said in Malam Serumpun: Award Night 2026 held in Astana Hall, Bamboo Hills on Friday.
He added that live streaming is redefining modern entertainment by making it more interactive and collaborative.
“Live sits at the forefront of this evolution, where real-time, two-way interaction and co-creative feedback are redefining modern entertainment,” he said.
Chin also noted that the platform allows creators of all backgrounds to express themselves and reach global audiences.
This transformation was on full display at TikTok Live’s Malam Serumpun: Award Night 2026, an event dedicated to celebrating Malaysia’s growing creator ecosystem and recognising individuals who have turned their passions into digital careers.
The event highlighted how TikTok Live has become a space where niche interests can find large audiences and where creators can build communities around their content.
Among those recognised was Boss Wan, a paranormal content creator who gained popularity during the pandemic by turning his interest in supernatural storytelling into a distinctive online brand.
Creator Ikhmal Nour was also featured for his shift from short-form content to live streaming, which allowed him to build closer relationships with his audience.
His experience, including a visit to a fan battling leukemia, was highlighted as an example of the strong personal connections formed through the platform. He now also uses live streaming alongside his TikTok Shop business.
Music creator Rin Muzaffar was recognised for using his platform for social impact, with half of his earnings directed to charity, showing how digital creators are increasingly blending content creation with community contribution.
The event also highlighted the growing importance of Creator Networks in supporting Malaysia’s digital talent. These networks provide training, mentorship and structured support to help creators turn content creation into sustainable careers.
One example is KamiSempoi, a local Creator Network founded by former cardboard distribution worker To Chin Swee, who entered the digital space during the pandemic after experiencing live streaming himself. Inspired by that experience, he built the network to help others succeed in the creator economy.
Among those supported by the network is former banker-turned-musician Adelyn Heng, who left her corporate job to pursue content creation full-time. With training and guidance from her Creator Network, she has been able to build a growing audience and establish a sustainable creative career.
A Kearney study found that between October 2024 and 2025, more than 4.5 million Malaysian creators generated income through TikTok Live.
The night also featured performances by Geng Rin Muzaffar, Wani Kayrie and Alpha, adding to the celebratory atmosphere of the event, which carried the theme 'Serumpun,' symbolising unity and shared identity among Malaysian creators.
TikTok Live also said it continues to expand opportunities for creators by enabling them to monetise content, build communities and turn digital engagement into sustainable livelihoods.
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