Myanmar Digital Marketing Landscape 2026

Overview of the 2026 digital environment in Myanmar

Myanmar’s digital economy in 2026 remains shaped by its mobile‑first user base, improving internet access and a young population.

The population stood at 54.9 million in Oct 2025 and internet users reached 39.8 million, giving an online penetration rate of 72.5 %.

This represents a year‑on‑year increase of 1.9 million (+4.9 %) internet users. Cellular connections totalled 62.5 million (114 % of the population), although this figure includes voice‑only subscriptions and dropped slightly (‑2 %) since 2024.

Social media adoption is considerable but not universal: DataReportal estimates there were 21.0 million social‑media user identities (38.2 % of the population) by October 2025. These headline numbers frame the scale of Myanmar’s digital marketing opportunity.

Device usesage and internet connectivity in Myanmar

Mobile internet dominance in Myanmar

The GSMA reports 62.5 million active mobile connections in Myanmar at the end of 2025; this equates to 114 % of the population, implying many users own multiple SIMs. DataReportal notes that 96.8 % of these connections are broadband (3G/4G/5G), but warns that voice‑only subscriptions remain and connectivity may be inconsistent.

This mobile ubiquity underpins Myanmar’s mobile‑first marketing environment, making vertical video and thumb‑friendly ad formats critical.

Internet speeds in Myanmar

According to Ookla’s Speedtest data, the median fixed‑line download speed was 26.90 Mbps in Aug 2025, up 24.8 % from the previous year. Mobile speeds have improved less rapidly.

These figures illustrate a growing but uneven infrastructure; marketers must optimise content for variable bandwidth, favouring lightweight creatives and caching.

AI Chat Bot Dominance in Myanmar

While there is no precise total number of individual ChatGPT users available for Myanmar, data from December 2025 indicates that ChatGPT is the dominant AI chatbot in the country, holding approximately a 77.1% market share across all devices. 

Specific market share percentages for different platforms are as follows:
- Overall Market Share: ChatGPT has 77.1% of the total AI chatbot market share in Myanmar.
- Mobile Usage: On mobile devices, ChatGPT holds a strong 80% market share.
- Desktop Usage: On desktop computers, it accounts for 80.37% of the market. 
ChatGPT is preferred by the majority of AI chatbot users in Myanmar compared to other chatbots. These include Google Gemini, Microsoft Copilot, and Perplexity. 

Myanmar online audience demographics and behaviour

• Age & urbanisation: The population is young (median age 30.1 years), and only one‑third (33 %) live in urban areas. Rural connectivity is therefore a strategic priority for marketers.

• Social‑media penetration: Myanmar had 21.0 million social media user identities in Oct 2025 (53.6 % of adults aged 18+ and 52.6 % of internet users). Social media users increased by 3.0 million (+16.5 %) between late 2024 and 2025. However, these figures represent de‑duplicated user identities, not unique individuals.

2026 Myanmar Digital Platform‑specific audiences

The table below summarises ad‑reach data from platform planning tools. Ad reach is not the same as monthly active users but indicates the approximate size of marketing audiences at the end of 2025.

Key observations:

• Facebook remains the largest single platform, reaching roughly one‑quarter of the population and a third of adults; however its growth slowed (ad reach +7.9 % YoY) and usage is affected by regulatory restrictions that periodically require VPNs. Marketers must consider that Facebook’s ad reach is a proxy for active users and may not reflect actual engagement.

• TikTok has surged: ad tools suggest it reaches more than half of Myanmar’s adults, with growth of +16.5 % YoY. Its male‑skewed audience (61 % men) provides opportunities for gender‑targeted campaigns.

• Instagram maintains a relatively small but growing base (0.93 million users, +9.7 % YoY). Its urban, lifestyle‑oriented user base is suited to aspirational brands.

• LinkedIn and Messenger attract niche but professional or communication‑focused audiences; LinkedIn users represent only 2.8 % of adults but have high income potential.

Myanmar Digital advertising and channel mix

Budget allocation

DataReportal does not provide direct advertising expenditure figures for Myanmar. Local analyses indicate that search platforms command the largest share of digital advertising budgets, thanks to measurable user intent and direct response capabilities. Brands invest heavily in Google Search, shopping ads and app‑install campaigns, especially for sectors such as travel, education and fintech.

Social media advertising budgets remain smaller than search but are increasingly used for full‑funnel marketing. Retargeting, direct‑response ads and influencer marketing are growing components. Market forecasts cited by local agencies project that influencer‑related spend will rise from the high‑teen millions of USD in 2024 to the mid‑twenties by 2028, implying high single‑digit annual growth.

Mobile‑first advertising

Myanmar’s marketing ecosystem is overwhelmingly mobile‑centric. Analyses predict that close to half of digital advertising revenue will come from mobile formats by 2028. As smartphones dominate internet access, marketers prioritise vertical video, Stories, Reels and native in‑feed ads.

Search Vs Social Media

• Search advertising: With high intent and measurable conversions, search remains the largest slice of ad budgets. Search campaigns are crucial at the bottom of the funnel—especially for e‑commerce, B2B and lead‑generation.

• Social media advertising: Although smaller in absolute value, social channels deliver scale, storytelling and engagement across the funnel. TikTok’s rapid growth offers high reach at relatively low cost, while Facebook remains essential for community engagement and social commerce. Instagram continues to expand as a lifestyle platform with strong creative formats.

• Influencer & creator marketing: Local insights emphasise that micro‑influencers (5–30 k followers) often outperform celebrities in terms of authenticity and community trust. This channel is expected to grow steadily through 2026 as brands seek cost‑effective ways to build credibility and reach niche audiences.

Rising role of social commerce

Myanmar’s social commerce ecosystem is evolving quickly. Although formal e‑commerce platforms exist, many consumers shop through social networks and chat channels.

TikTok drives discovery through short‑form videos, while Telegram (not tracked by DataReportal) has become a key channel for community‑based selling and brand groups. Messenger and Facebook Live continue to facilitate chat‑to‑sale transactions.

Digital Marketing Challenges in Myanmar

1. Regulatory and connectivity instability: Government controls have periodically blocked or restricted platforms like Facebook. Internet shutdowns and rural connectivity gaps limit marketing reach and can distort campaign metrics. Marketers should maintain multi‑channel strategies and build owned assets to mitigate platform risk.

2. Variable digital literacy: Despite high mobile penetration, many users have low digital literacy, especially in rural areas. Campaigns must be simple, language‑appropriate and inclusive.

3. Measurement limitations: Platform ad‑reach figures are proxies, not actual active‑user numbers. Changes in reported reach may reflect platform corrections rather than real user behaviour. Brands must triangulate multiple data sources when planning budgets.

4. Economic pressures: Myanmar’s economy remains fragile; price‑sensitive consumers and supply‑chain challenges mean marketers need cost‑efficient, ROI‑focused campaigns.

Opportunities and recommendations for myanmar marketers in 2026

1. Adopt a diversified channel mix: Relying solely on Facebook is no longer sufficient. Brands should combine search, TikTok and Telegram with Facebook/Instagram to reach different audience segments. Use TikTok for discovery, Telegram for community and conversion, and search for high‑intent leads.

2. Optimise for mobile and bandwidth: Design creative assets specifically for smartphones—vertical video, concise copy and interactive stickers. Use lightweight formats to accommodate inconsistent network speeds.

3. Invest in influencer partnerships: Micro‑influencers build trust and deliver strong engagement. Develop longer‑term relationships with creators across TikTok, Facebook and Telegram to gain sustained reach.

4. Embrace social commerce and chat‑based selling: Integrate shopping functionality into social channels—live selling, TikTok Shopping and Telegram group orders. Offer frictionless payment options via popular mobile wallets and bank transfers.

5. Focus on owned media and SEO: Build websites, blogs and email lists to reduce dependency on volatile social platforms. With growing search behaviour, SEO and content marketing provide sustainable, cost‑effective traffic.

6. Monitor regulatory developments: Stay informed about platform bans, data privacy and telecom policies to ensure compliance and adapt quickly. Have contingency plans for sudden disruptions.

Conclusion

Myanmar’s digital landscape in 2026 offers substantial marketing opportunities rooted in a young, mobile‑first population, improved connectivity and rising social media engagement. DataReportal’s latest figures show strong growth in internet access, mobile connections and social‑media use.

Yet, challenges such as regulatory uncertainty, uneven infrastructure and economic volatility persist. Successful marketers will deploy diversified channel strategies, mobile‑optimised creatives, influencer collaborations and social commerce tactics while investing in owned assets and staying agile. As the market matures, those who navigate these dynamics thoughtfully will be best positioned to capture Myanmar’s digital growth in the years ahead.

Read Myanmar Digital Marketing Landscape 2025

Myanmar Digital Marketing Landscape 2024