YouTube sustains video platform leadership in the Philippines

YouTube sustains video platform leadership in the Philippines as it continues to be the place that matters most across audiences including Filipino viewers, creators, and marketers. 

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According to a 2022 survey conducted by Ipsos, YouTube is the video service Filipino viewers will miss the most if ever it goes offline.

In the same vein, Filipino viewers say that they found good content on YouTube, with 97% saying the platform would still carry their favorite content a year from now. 

“YouTube is where relevant content and connections are created every day. It is where storytelling, in all its forms and formats, emboldens community, drives culture, and deepens the bonds between viewers and creators in a safe and common space,” said Jolly Estaris, Head of Video at Google Philippines.

The Filipinos’ love for YouTube is evident in the increased watch time in several categories in Q1 2022 compared to the same period last year. In particular, watch time of food craving videos grew by over 55% while Philippine viral trend videos grew by more than 10x. Content around families have also caught the attention of more viewers this year as family travel videos logged a 60% increase, while parenting videos’ watch time grew twice than the previous year.

Where people watch YouTube has also gone beyond mobile devices. In May 2022, over 16 million Filipinos streamed YouTube on their TVs. This has changed how Filipinos define TV viewing with 87% of those surveyed said that YouTube is TV when viewed on their connected TVs.

All these led to YouTube’s marketing effectiveness to be 3.2x greater than digital platforms and TV in the Philippines combined from 2017 to 2022. In addition, the platform boasts a return on investment (ROI) 1.5x higher than total media ROI from 2017 to 2022 across all platforms in the country. 

Alongside the increasing demand for relevant content, Filipino content creators are also seeing their communities grow. YouTube noted that 4,600 channels now have over 100,000 subscribers (40% increase, year-on-year) and 350 channels with more than 1 million subscribers (35% increase, year-on-year).

“Whether it’s shaping mindsets, pushing social cues and key messages, or aiding consumers in their purchase decisions, YouTube continues to be the go-to platform of Filipinos,” Jolly added. “In fact, the 2022 Google/Talk Shoppe Study showed that 92% of viewers surveyed agreed that YouTube helps them decide what to buy.”

The platform’s vast array of content proves that no matter the audience’s interest–whether mainstream or obscure–there is something on YouTube that will fit the bill. This is why the platform matters to brands–YouTube has established itself as a critical way in which Filipinos connect with brands they care about.

“Now, more than ever, YouTube is where it’s at. It’s where content and connections that matter most are created every day,” Jolly explained. “In a world where you can be anywhere, be where it matters.”