TikTok is often described as an entertainment app, but new research suggests Malaysians are using it for something closer to everyday learning and connection. A survey conducted by consulting firm Kearney of nearly a thousand Malaysians who use TikTok weekly found that most respondents said the platform helped them with education, cultural understanding, community and personal well-being.
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What the survey found
The strongest signal in the research was around learning. Eighty-five percent of respondents said TikTok makes learning accessible, and 72 percent said the platform supports self-improvement and upskilling for their careers or studies. That places short-form video alongside more traditional sources of everyday knowledge for a large share of users.
Culture and belonging featured almost as heavily. Eighty-four percent of respondents said TikTok helps connect cultures, and 65 percent agreed that it gives Malaysians a sense of belonging and encourages local community engagement. On the lifestyle side, 79 percent said they use the platform to discover hobbies, while 77 percent said it helps them manage stress.
Creators doing the heavy lifting
Kearney framed the numbers as a reflection of what local creators are building rather than the platform alone. Malaysian creators working across education, personal growth, culture, heritage and well-being are the ones turning a feed of short videos into something people describe as useful, and the survey reads as a measure of that reach across the wider community.
The findings land as short-form video keeps reshaping how Malaysians shop, learn and spend their attention. TikTok has been pushing further into commerce locally, and its wider creator economy continues to draw both brands and public attention.
For more on how the platform is moving beyond entertainment in Malaysia, see our coverage of TikTok Shop's cost-of-living push with the government and the way live platforms are rewarding their top creators. The survey was conducted by Kearney and shared by TikTok through its agency for editorial use.
