APAC Meta Ads Audience: Facebook & Instagram Capacity in Asia
We collected data on audiences aged 18+ available for advertising in Meta Ads across Asia and Oceania. All estimates are based on the lower bound of Meta Ad Manager’s forecasting tool.
Asia-Pacific is the largest region worldwide by advertising reach, with a total audience of 1.3 billion people — representing more than 40% of Meta Ads’ global audience.
India and Indonesia play a dominant role, together accounting for 728 million users or 55% of the region’s total audience. By contrast, China has a negligible presence on Meta Ads, with only 5.6 million users, due to internal platform restrictions in the country.
The share of Engaged Shoppers averages 24.7% across the region. This is significantly lower compared to 44.6% in North America and below the global average of 29.2%. The picture is highly fragmented: some markets like Australia reach 44%, while others, including Myanmar and Laos, are as low as 2%. Notably, the share of Engaged Shoppers does not correlate directly with a country’s wealth — for example, in Japan the share is only 13%.
Below is a detailed country-level table showing the total 18+ audience available for advertising in Meta Ads, along with the subset of users included in the Engaged Shoppers targeting segment.
| Country | Total Meta Audience | Total Meta Engaged Shoppers | Share |
|---|---|---|---|
| India | 557,800,000 | 171,300,000 | |
| 31% |
|
| Indonesia | 170,400,000 | 25,300,000 |
15%
|
| Philippines | 93,700,000 | 26,400,000 |
28%
|
| Vietnam | 76,100,000 | 14,200,000 |
19%
|
| Bangladesh | 64,200,000 | 8,100,000 |
13%
|
| Japan | 60,700,000 | 8,100,000 |
13%
|
| Pakistan | 58,000,000 | 14,200,000 |
24%
|
| Thailand | 52,700,000 | 14,600,000 |
28%
|
| Malaysia | 26,800,000 | 7,100,000 |
26%
|
| South Korea | 26,100,000 | 6,600,000 |
25%
|
| Australia | 20,500,000 | 10,000,000 |
49%
|
| Taiwan | 20,300,000 | 7,800,000 |
38%
|
| Nepal | 14,600,000 | 1,500,000 |
10%
|
| Cambodia | 13,401,200 | 533,900 |
4%
|
| Myanmar | 12,562,200 | 233,000 |
2%
|
| Sri Lanka | 8,718,300 | 1,700,000 |
19%
|
| China | 5,621,700 | 86,600 |
2%
|
| Afghanistan | 5,121,700 | 328,700 |
6%
|
| Singapore | 4,764,200 | 1,500,000 |
31%
|
| Laos | 4,285,300 | 107,100 |
2%
|
| New Zealand | 4,146,600 | 1,800,000 |
43%
|
| Mongolia | 2,635,100 | 741,400 |
28%
|
| Papua New Guinea | 1,405,400 | 122,500 |
9%
|
| Fiji | 589,600 | 104,000 |
18%
|
| Bhutan | 477,600 | 41,600 |
9%
|
| Maldives | 447,400 | 129,400 |
29%
|
| Brunei | 425,200 | 99,000 |
23%
|
| Solomon Islands | 187,500 | 24,500 |
13%
|
| Samoa | 115,400 | 23,100 |
20%
|
| Marshall Islands | 22,800 | 4,600 |
20%
|
Distribution of the Meta Ads audience in the APAC region by age
Asia–Pacific is among the youngest regions in the world. This is driven not only by the region’s demographic profile, but also by the strong correlation between internet penetration and age. In other words, younger segments are significantly more likely to be online — and therefore reachable via Meta Ads. For a deeper dive into the demographic structure of the region’s largest market, see our dedicated material: Meta Ads Audience in India: Facebook and Instagram Capacity in 2025.
Below we present country– and age–level breakdowns of the Meta Ads audience across APAC.
| Country | 18-24 | 25-34 | 35-44 | 45-54 | 55+ | Total Audience |
|---|---|---|---|---|---|---|
| India | 193,400,000 | 205,900,000 | 90,900,000 | 38,600,000 | 29,000,000 | |
| 557,800,000 |
|
| Indonesia | 44,900,000 | 67,500,000 | 33,300,000 | 15,400,000 | 9,300,000 |
170,400,000
|
| Philippines | 27,800,000 | 30,900,000 | 16,300,000 | 9,200,000 | 9,500,000 |
93,700,000
|
| Vietnam | 18,300,000 | 23,300,000 | 16,300,000 | 9,300,000 | 8,900,000 |
76,100,000
|
| Bangladesh | 27,800,000 | 23,000,000 | 8,400,000 | 3,200,000 | 1,800,000 |
64,200,000
|
| Japan | 13,600,000 | 14,600,000 | 11,200,000 | 11,000,000 | 10,300,000 |
60,700,000
|
| Pakistan | 20,600,000 | 23,000,000 | 8,900,000 | 3,300,000 | 2,200,000 |
58,000,000
|
| Thailand | 8,100,000 | 18,200,000 | 11,100,000 | 7,400,000 | 7,900,000 |
52,700,000
|
| Malaysia | 5,800,000 | 9,000,000 | 5,700,000 | 3,100,000 | 3,200,000 |
26,800,000
|
| South Korea | 6,200,000 | 9,100,000 | 5,500,000 | 3,200,000 | 2,100,000 |
26,100,000
|
| Australia | 3,700,000 | 5,400,000 | 3,900,000 | 2,900,000 | 4,600,000 |
20,500,000
|
| Taiwan | 2,700,000 | 5,700,000 | 4,500,000 | 3,300,000 | 4,100,000 |
20,300,000
|
| Nepal | 4,700,000 | 5,100,000 | 2,700,000 | 1,000,000 | 1,100,000 |
14,600,000
|
| Cambodia | 4,000,000 | 5,900,000 | 2,300,000 | 667,300 | 533,900 |
13,401,200
|
| Myanmar | 3,900,000 | 5,200,000 | 2,000,000 | 798,600 | 663,600 |
12,562,200
|
| Sri Lanka | 2,200,000 | 2,700,000 | 1,900,000 | 1,100,000 | 818,300 |
8,718,300
|
| China | 1,800,000 | 2,700,000 | 876,400 | 177,200 | 68,100 |
5,621,700
|
| Afghanistan | 2,000,000 | 2,200,000 | 584,900 | 157,800 | 179,000 |
5,121,700
|
| Singapore | 639,900 | 1,500,100 | 1,126,200 | 687,100 | 810,900 |
4,764,200
|
| Laos | 1,300,000 | 1,600,000 | 746,400 | 345,900 | 293,000 |
4,285,300
|
| New Zealand | 785,800 | 1,100,000 | 760,900 | 567,800 | 932,100 |
4,146,600
|
| Mongolia | 620,100 | 790,600 | 548,600 | 334,500 | 341,300 |
2,635,100
|
| Papua New Guinea | 516,200 | 493,100 | 221,000 | 100,700 | 74,400 |
1,405,400
|
| Fiji | 152,500 | 166,500 | 116,600 | 76,500 | 77,500 |
589,600
|
| Bhutan | 138,000 | 163,700 | 96,900 | 43,800 | 35,200 |
477,600
|
| Maldives | 87,600 | 171,400 | 113,200 | 46,200 | 29,000 |
447,400
|
| Brunei | 84,800 | 148,000 | 98,700 | 54,600 | 39,100 |
425,200
|
| Solomon Islands | 76,000 | 60,600 | 29,300 | 13,800 | 7,800 |
187,500
|
| Samoa | 34,200 | 33,000 | 20,500 | 13,600 | 14,100 |
115,400
|
| Marshall Islands | 7,100 | 6,200 | 4,400 | 2,700 | 2,400 |
22,800
|
Read our other materials on the regional Meta Ads audience:
European Meta Ads Audience: Total Reach and Shopper Engagement
Africa’s Meta Ads Landscape: Audience Sizes on Facebook, Instagram & Audience Network
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