MANILA, PHILIPPINES — Cementing its status as the “new TV,” YouTube has become a preferred information and entertainment channel for Filipinos with internet-connected TVs, growing its viewership more than double over the past three years.
According to data released by Google, Filipinos, on average, spend over four hours watching YouTube on TV screens per day. With YouTube’s platform reach and engagement, channels and networks have placed some of their content on YouTube, while also leveraging this major audience with the creation of Made For YouTube Originals. These shows include Sparks Camp, the country’s first-ever queer dating reality program, and Kuan on One with Melai, a Bisaya comedy talk show that raked in over 8 million views.
“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. 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,” said Jackie Wang, Country Director for the Philippines and Thailand at Google.
Other new stats found by Google include:
- YouTube reached over 50 million people aged 18 and above in June 2024. This is more than 90% of the Philippine population.
- Watch time on YouTube in the Philippines grew 15% from June 2023 to 2024.
- In the Philippines, watchtime of YouTube videos with “p-pop” in the title in June 2024 grew by over 180% when compared to the same time last year.
- According to a study commissioned with Nielsen, 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.
YouTube Works Awards
Google and Kantar announced the winners of this year’s YouTube Works Awards, celebrating the most creative and effective video campaigns on the platform.
CoCo Tea won the best video campaign in the Philippines with “Cool,” while Grab Philippines took home the biggest haul with three awards in various categories. Most effectively leveraging the emerging power of AI for advertising is Nido Philippines, which won Best of Google AI.
Here’s the full list of winners:
- 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
“Congratulations to the YouTube Works Awards winners, 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,” said Jackie.
adobo Magazine is an official media partner of YouTube Works 2024.
