YouTube has become the “new TV” for many Filipinos — a fact further solidified by recent data released by Google. In the ever-evolving landscape of digital media, this development is a positive sign among content creators and traditional networks.
In a media roundtable held at Shangri-La The Fort, Google announced that the platform’s viewership has more than doubled over the past three years, and this is particularly true among those watching via internet-connected TVs.
According to the report, Filipinos, on average, spend over four hours a day watching YouTube on TV screens, highlighting the platform’s growing dominance in the country.
With this surge in viewership, content creators and traditional networks are increasingly leveraging the platform’s reach. Popular TV channels have begun uploading content onto the platform, while YouTube Originals, specifically designed for the Filipino audience, are gaining massive traction.
Some standout shows include Sparks Camp, the country’s first queer dating reality series, and Kuan on One with Melai, a Visayan comedy talk show that garnered over 8 million views, reflecting the diversity and appeal of YouTube content in the Philippines.
For content creators, Google has also been providing savvy tips and tricks to help them maximize creativity and productivity with Gemini AI, an advanced Gen AI platform that offers a new and immersive approach to learning history.
YouTube is now the leading choice for advertisers
Jackie Wang, Country Director for the Philippines and Thailand at Google
“In the Philippines, YouTube isn’t just another platform; it’s the new TV. Filipinos are turning to the platform for everything from how-to content to daily doses of entertainment, whether in the comfort of their living rooms or on the go via mobile devices,” said Jackie Wang, Country Director for the Philippines and Thailand at Google. “YouTube continues to grow alongside our partners, viewers, creators, and advertisers, and we’re excited to bring YouTube to even more Filipinos nationwide.”
This growing engagement is backed by remarkable statistics.
As of June 2024, the platform reached over 50 million people aged 18 and above, covering more than 90% of the Philippine population. Watch time on the platform increased by 15% year-on-year, further cementing YouTube’s role as a key source of entertainment, education, and information for Filipinos.
Notably, watch time for videos with “P-pop” in their titles grew by over 180% compared to the same period in the previous year, showcasing the rising popularity of local pop culture on the platform.
In terms of advertising, the platform has also emerged as a highly effective medium for brands. A study conducted in collaboration with Nielsen revealed that YouTube is 3.86 times more effective than linear TV in driving returns on ad spend, and 2.71 times more effective than other digital platforms.
This makes the platform the leading choice for advertisers looking to connect with Filipino audiences through authentic and engaging content.
YouTube Works Awards 2024: Celebrating Filipino creativity
In the same media gathering, Google and Kantar also announced the winners of the 2024 YouTube Works Awards, an annual celebration of the most creative and effective video campaigns on the platform.
Among the top winners this year was CoCo Tea, whose Cool campaign was recognized as the Best of the Philippines. Grab Philippines also had a remarkable showing, taking home three awards across different categories, including The Big Bang and Best of Festive. Meanwhile, Nido Philippines earned the prestigious Best of Google AI award for its innovative use of AI in advertising with the campaign Mom, you’re my #1.
The full list of winners includes:
- Best of Philippines: CoCo Tea – Cool
- Best of Google AI: Nido 3+ – Mom, you’re my #1
- Brands & Creators: McDonald’s – Night Classroom
- Masters of Media: Grab – Sorry
- Best of Festive: Grab – Valentine’s Day
- The Big Bang: Grab – Sorry
- The Long & Short: GCash – GCash Spotlight
- Force for Good: TNT – TNT Sim Registration
- Best Brand Story: CoCo Tea – Cool
Jackie Wang, speaking at the awards, highlighted the innovation and creativity showcased by Filipino brands. “Congratulations to the YouTube Works Awards winners for showcasing the best of Filipino creativity, effectiveness, and innovation! A huge thank you to our partners and jurors who dedicated over 90 hours to evaluate 100+ submissions to select the winning campaigns from the Philippines. YouTube’s power to connect through authentic storytelling is undeniable, and we can’t wait to see what brands and agencies submit next year.”
YouTube’s impact on Filipino culture
YouTube’s immense reach and ability to connect with audiences through diverse, local content have made it a staple in Filipino households.
Whether for entertainment, information, or advertising, YouTube continues to shape and enhance the Filipino digital experience, bridging the gap between traditional media and the modern internet era.
As more Filipinos turn to the platform for their daily needs, YouTube is poised to remain a central part of the country’s media landscape. Discover everything that is happening on YouTube, from the latest news and events to the most recent announcements and platform updates here