Malaysians spent over 125,000 hours a month on the Tune Talk app, not just to buy data

For years, telco apps were mostly used for simple tasks such as checking data balances, purchasing add-ons or topping up prepaid credit. However, new figures shared by Tune Talk suggest that Malaysians are increasingly treating their telco app as an all-in-one digital platform for entertainment, payments and rewards.

According to data released by the mobile network operator, users collectively spend 125,848 hours every month on the Tune Talk app. The platform currently serves 1.8 million unique users, while monthly new user registrations have grown by 38% year-on-year. The company says the trend reflects changing consumer behaviour, with more users preferring digital services that combine connectivity, content and transactions in a single platform.

One of the most notable findings is how users are engaging with entertainment features within the app. Tune Talk says over 230,000 users stream drama content and play in-app games every month. Rather than switching between multiple apps, some users are spending more time within the telco ecosystem itself, using the app not only to manage their mobile plan but also as a source of entertainment.

Tune Talk also revealed that its app records an average of 6,000 active users every hour. While telco apps were traditionally opened only when users needed to perform a specific task, the latest figures suggest usage is becoming more frequent and habitual, with engagement spread across different times of the day.

Payments and subscription management are another area seeing increased adoption. According to Tune Talk, more than 60,000 users have enabled automatic plan renewals through Touch ‘n Go eWallet integration. The feature has generated over RM1.6 million in transaction value to date.

Beyond mobile data and voice services, Tune Talk says users are also taking advantage of additional features bundled within the app, including rewards programmes, entertainment content, roaming benefits and lifestyle partnerships. The telco believes this demonstrates increasing willingness among consumers to engage with a wider digital ecosystem offered by their telco provider.

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