Nine in 10 online Filipinos use YouTube: Google | ABS-CBN

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Nine in 10 online Filipinos use YouTube: Google

Nine in 10 online Filipinos use YouTube: Google

Benise Balaoing,

ABS-CBN News

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Google Philippines Country Director Jackie Wang talks about how YouTube can help with advertising at a media roundtable in Taguig on September 17, 2024. Benise Balaoing, ABS-CBN NewsGoogle Philippines Country Director Jackie Wang talks about how YouTube can help with advertising at a media roundtable in Taguig on September 17, 2024. Benise Balaoing, ABS-CBN News

YouTube viewers on smart TVs also more than doubled in 3 years

MANILA --  About 9 in 10 Filipinos online use YouTube and the video-sharing platform has a higher return on investment than television, Google Philippines said Tuesday.

In a media roundtable, Google Country Director for the Philippines Jackie Wang said it's not just Filipinos in the big cities who are watching YouTube.

“It’s not just in the metro city that you think, okay, you know your big major cities. This is happening nationwide," she said.

Wang also noted that YouTube views on smart TVs have more than doubled in the last 3 years in the Philippines and that Filipinos on average watch YouTube more than 4 hours per day. Overall, YouTube watch time in the Philippines grew by 15 percent from June 2023 to 2024. 

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Watch times for videos with "P-Pop" in the title also climbed by more than 180 percent in June, Wang added.



The executive also stressed that YouTube drives higher returns on ad spending than higher all other media investments like TV and other online videos.

"YouTube drives 3.8 times higher ROI (return on investment) than TV, 2.7 times higher ROI than other digital media," she said.

Wang was speaking ahead of the YouTube Works Awards, which recognizes the best ad campaigns on the platform. 

CoCo Tea won best video campaign of the Philippines with its ad featuring former ABS-CBN News anchor Ces Drilon.

Ride hailing superapp Grab won in three other categories, while Nido won for its effective use of artificial intelligence in making its ad reach its target market. 

Wang said that advertisers can use both the long and short video formats to tell their brand stories on YouTube. 

"Depending on your purpose and the objective you're trying to achieve, to tell the big brand story, a long form will allow an advertiser and brand to be able to tell the full brand stories, to go deeper in the product features, for example," she said.

"And short content are fantastic for driving that frequency and their reminder to get their consumers to take actions, for example. So I think it's a mix of using both long and short to really drive the business," she explained.




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