MANILA, Philippines — More Filipinos are watching content on online video sharing platform YouTube, making it the “preferred information and entertainment channel” for those with internet-connected televisions.
“In the Philippines, YouTube isn’t just another platform; it’s the new TV. Filipinos are turning to YouTube for everything from how-to content to daily dose of entertainment, all from the comfort of their living rooms or on the go via their mobile devices,” Jackie Wang, Google’s director for the Philippines and Thailand, said in a statement on Tuesday.
“YouTube continues to grow in the country alongside our partners, viewers, creators and advertisers and we’re excited to bring YouTube to even more Filipinos nationwide,” she added.
According to the company, Filipinos on average spent over four hours watching YouTube on TV screens per day.
Across all platforms, YouTube reached over 50 million Filipinos aged 18 and above in June, Google data showed. This comprises about 90 percent of adult Philippine population with internet connection.
Data also showed that watch time on YouTube in the Philippines grew by 15 percent from June 2023 to 2024. Videos with “p-pop” in the title also recorded an increase in watch time by over 180 percent over the past year.
The increase in YouTube’s reach and engagement resulted in local television networks placing their content on the platform, the technology company said.
It also cited the creation of “Made For YouTube” original content, such as queer dating reality program Sparks Camp and Bisaya comedy talk show Kuan on One with Melai Cantiveros.
Google said it commissioned a study with Nielsen, which found that “on average, YouTube is the most effective media channel for advertising, driving higher returns on ad spend over other media.”
“It is 3.86 times more effective than linear TV and 2.71 times more effective than other digital platforms,” it added.
YouTube awards
On Tuesday, Google and market research company Kantar announced the winners of this year’s YouTube Works Awards, which recognized the most creative and most effective video campaigns on the platform.
CoCo Tea won the Best Video Campaign of the Philippines and Best Brand Story with “Cool,” while Grab Philippines took home three awards in various categories: Masters of Media and the Big Bang awards for “Sorry” and the Best of Festive award for “Valentine’s Day.”
Other winners included Nido’s “Mom, you’re my #1” for Best of Google AI; McDonald’s’ “Night Classroom” for Brands & Creators; “GCash Spotlight” for The Long & Short; and “TNT Sim Registration” for Force for Good.
“YouTube’s power to connect through authentic storytelling is undeniable, and we can’t wait to see what brands and agencies submit next year,” Wang said.