Singapore backs Mediacorp with SG$380m amid shifting media habits

Singapore’s public service broadcaster Mediacorp continues to receive about SG$380 million in annual funding, as the government shifts towards measuring its reach across digital and social platforms, said minister for digital development and information Josephine Teo in parliament on Wednesday (15 October).

Over the past five financial years, the funds have helped Mediacorp engage audiences in all four national languages. Teo noted that the broadcaster now reaches more than 90% of Singapore’s population through its channels and social media platforms, with over three-quarters of viewers satisfied with its content.

While the amount is roughly half of what Finland and Denmark each spend on their national broadcasters, Teo said Singapore’s investment continues to serve an important purpose — to “inform, educate, and connect Singaporeans” through trusted and culturally representative programming.

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The minister also said that the ministry of digital development and information (MDDI) has broadened its performance metrics beyond television viewership to account for changing consumption habits.

“For example, Mediacorp’s TV reach dropped by about 10% over the last decade, but unique video viewers on meWATCH have risen by about 80%,” she said, adding that overall satisfaction levels have remained steady.

MP Foo Cexiang pointed to the success of Mediacorp productions such as Emerald Hill – The Little Nyonya Story, which recently topped local ratings ahead of popular Korean dramas and will debut on Chinese streaming platform Tencent later this year. He asked if the government would consider further support to help Mediacorp expand collaborations with international platforms such as Netflix.

Teo replied that funding is directed at overall operations rather than individual programmes to give public service media flexibility to “adapt and innovate in the fast-changing media landscape.”

Teo's comments come as Mediacorp undergoes internal restructuring to stay competitive in a shifting media landscape. The broadcaster recently announced a reduction of 93 roles, representing just over 3% of its workforce, as part of its efforts to adapt to changing audience behaviour and economic pressures.

In a company statement, Mediacorp said the move reflects the growing dominance of short-form, mobile-first, and social-led formats, while traditional long-form content and legacy platforms face mounting competition for both audience attention and advertising dollars.

At the same time, clients are seeking more agile, platform-native campaigns with measurable performance outcomes — a shift that mirrors broader industry trends driving the evolution of public service media funding and measurement.

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