Nimo TV captured an estimated 15% of esports streaming watch time on mobile in Malaysia in 2024, driven by dominance in Mobile Legends: Bang Bang and PUBG Mobile content, even as TikTok surged ahead in overall esports viewership across platforms.

Market Context: Malaysia’s Mobile-First Esports Ecosystem

Malaysia’s esports market reached an estimated USD 6.86 million in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 12.6% to approximately USD 17.74 million by 2032, according to Stellar Market Research. The market’s foundation is overwhelmingly mobile: mobile-first viewers represented roughly 50% of all esports viewers in the country in 2024, a segment expected to grow at a 12.7% CAGR through the forecast period. This trajectory is underpinned by high smartphone penetration, expanding data connectivity, and a young, digitally native population. Niko Partners has estimated that more than 50% of Malaysia’s population are active gamers, and the country’s games industry has grown on average 8.9% year-on-year since 2020.

Deloitte’s 2024 analysis of the Southeast Asian esports market noted that Malaysia’s esports reach and engagement increased compared to 2022 levels, with 42% of esports viewers concentrated in larger cities. This urban concentration, combined with the structural tilt toward mobile-first consumption, creates a fertile environment for platforms that prioritise mobile game streaming.

Nimo TV’s Position in the Mobile Streaming Landscape

In 2024, Nimo TV accounted for an estimated 15% of esports streaming watch time on mobile in Malaysia. The platform’s content strategy centres on two titles that dominate mobile esports in Southeast Asia: Mobile Legends: Bang Bang (MLBB) and PUBG Mobile. MLBB in particular is the engine of mobile esports streaming across the region. On TikTok, for example, MLBB accounted for 65% of all esports watch time on the platform globally at the end of 2024, with PUBG Mobile and Arena of Valor each contributing just over ten percent (Esports Charts). While Nimo TV’s title mix differs from TikTok’s, the same regional dependency on MLBB applies.

Nimo TV competes in a streaming environment that is fragmenting rapidly. TikTok Live has overtaken legacy platforms including Kick, SOOP (formerly AfreecaTV), Nimo TV, and Trovo in overall esports viewership by the end of 2024 (Esports Charts). TikTok’s edge comes from its massive base of mobile-first users and ByteDance’s aggressive push into live esports broadcasting, which began as early as 2020 with Dota 2 and PUBG: Battlegrounds. For Nimo TV, the 15% mobile share represents a stable but contested foothold. The platform retains relevance through dedicated streamer communities and deeper integration with MOBA and battle royale esports events in Malaysia, where co-streaming and community engagement remain high.

Value (USD Mn / % Share)Source: Orionmano Industries

Competitive Dynamics and Platform Shifts

The streaming platform hierarchy in Malaysia’s esports ecosystem is evolving. Social media platforms—particularly TikTok, YouTube, and Facebook Gaming—are capturing an increasing share of watch time. Deloitte’s analysis highlighted that YouTube and Facebook Gaming performed strongly in Southeast Asia, attributing this to their integration with existing social media habits and the ease of sharing clips and streams. TikTok’s rise in esports viewership has been especially pronounced; the platform now hosts a wide variety of esports tournaments, with audience sizes varying considerably depending on the title and region.

For Nimo TV, the competitive pressure is twofold. First, the platform must defend its core mobile audience against TikTok’s superior discovery algorithm and user base. Second, Western esports organisations are expanding into Southeast Asia to capitalise on the mobile gaming boom (Esports Charts), which could lead to partnerships that bypass established platforms like Nimo TV in favour of newer entrants. However, Nimo TV’s strength in MLBB and PUBG Mobile content remains a defensible niche, given the cultural centrality of these titles in Malaysia and the broader region.

Structural Drivers and Industry Support

Malaysia’s government has provided consistent institutional support for esports as part of broader digital innovation and talent development strategies. Niko Partners noted that these initiatives “demonstrate Malaysia’s potential to enhance its international reputation, nurture local talent, and boost the domestic popularity of esports.” The country’s favourable business environment for game companies, combined with a large base of mobile-first gamers, makes it a target market for streaming platforms seeking regional expansion.

Revenue models in Malaysia’s esports ecosystem are diversified. Stellar Market Research identifies sponsorship and advertising as the largest revenue segment, followed by esports betting, prize pools, amateur tournaments, and merchandising. This diversification reduces dependency on any single streaming platform, but it also means that platforms compete not just for viewers but for a share of sponsorship and advertising dollars that increasingly flow toward social media channels.

Outlook

Malaysia’s esports market is on track for sustained double-digit growth through 2032, with mobile-first consumption as the structural backbone. Nimo TV’s estimated 15% share of mobile esports streaming watch time in 2024 reflects a platform that is well-positioned for the MLBB- and PUBG Mobile-heavy Southeast Asian market but faces intensifying competition from TikTok and social media giants. The platform’s ability to maintain or grow its share will depend on securing exclusive content rights for major tournaments, deepening streamer loyalty programs, and differentiating its community experience from TikTok’s algorithm-driven model. As Western esports organisations increase their Southeast Asian presence and as new streaming entrants launch regionally, Malaysia’s mobile esports streaming market will likely see further fragmentation—rewarding platforms that can lock in high-engagement audiences around the region’s most popular mobile titles.