YouTube Strengthens Its Reign as the “New TV” of the Philippines
For most Filipinos, YouTube has officially replaced the living room television. From Visayas to Mindanao, the platform continues to dominate as both an entertainment and information hub—becoming a vital part of everyday life across the country.
According to a 2025 Kantar survey, a massive 88% of Filipinos in rural Visayas and Mindanao watch YouTube every day. It’s no longer just an online pastime—it’s now where people go to learn, laugh, and stay connected. Meanwhile, views from internet-connected TVs quadrupled between 2020 and 2024, proving that YouTube has taken center stage in Filipino households.
Filipinos Trust YouTube More Than Any Other Platform
Trust is what keeps YouTube ahead of the game. Kantar’s findings show that 90% of Filipinos trust creators on YouTube, far higher than on Facebook, Instagram, or TikTok. This trust translates into action—viewers are more receptive to ads, more likely to remember messages, and even more open to purchasing from brands they encounter on the platform.
Because users enter a “flow state” while watching videos—fully focused and emotionally engaged—YouTube delivers the best ad experience compared to other platforms. Nielsen’s study further confirms this, showing YouTube to be 3.86x more effective than linear TV and 2.71x more effective than other digital media in driving ROI for advertisers.
Proven Impact: Myra E’s Success Story
One shining local example is Myra E under UL Skin Sciences, Inc., a subsidiary of UNILAB. By focusing its ad campaigns on YouTube—especially outside Metro Manila—the brand saw measurable results.
Myra’s campaigns led to a 2% national lift in supplement usage, a 5% increase in Visayas, and a 7% boost in market share in that region alone.
“Myra’s advertising on YouTube definitely paid off,” shared Paige Vicente Gacutan, Brand Lead for Myra E. “Even in rural areas, Filipinos are really engaged on the platform. YouTube is where the people are, and we’ll keep reaching our audience here to drive results.”
Google Philippines: “YouTube Is the New TV”
Prep Palacios, Country Manager of Google Philippines, highlighted the shift in how Filipinos consume content:
“Just as TV once defined advertising, YouTube is now the new TV—where trusted creators thrive, culture is shaped, and brands drive measurable impact.”
Palacios added that YouTube’s effectiveness has transformed it into a “growth engine for advertisers,” especially with the growing digital economy in rural areas.
Celebrating Creativity: YouTube Works Awards PH 2025
The spotlight shone brightest on brands that mastered the art of storytelling and digital impact during the YouTube Works Awards Philippines 2025. These campaigns proved that creativity, authenticity, and collaboration between brands and creators are key to long-term success.
Winners at the YouTube Works Awards PH 2025:
- Best of Philippines: Grab – Summer
- Multiformat Storytelling: Grab – Summer
- Masters of Media: GCash – GSafeTayo: Entertainingly Serious
- Best of Festive: Nido 3+ – Love Is Not a Word, It’s an Act
The awards also honored top-performing ad agencies for the first time:
- Media Agency of the Year: Openmind
- Creative Agency of the Year: GIGIL
- Specialty Agency of the Year: Nerve
These winners will proudly represent the Philippines at the YouTube Works Awards Southeast Asia, which saw over 800 entries from the region.
GCash Makes SEA History
Leading the pack was GCash, the first-ever Philippine brand to win at the YouTube Works Awards Southeast Asia. Their GSafeTayo: Entertainingly Serious campaign turned cybersecurity awareness into a viral, relatable story.
The campaign’s humorous yet powerful 40-second ad featuring “Tita Marnie” reached over 70 million views, lifted brand trust by 14%, and led to an 80% drop in SMS phishing reports within the first month.
“Cybercrime is a serious issue,” said Neil Trinidad, GCash Chief Marketing Officer. “By using humor and relatability through YouTube, we turned a critical message into something both memorable and impactful.”
Shaping the Future of Filipino Marketing
With its massive reach, trusted creators, and strong ROI, YouTube continues to be the go-to platform for both viewers and brands in the Philippines. The YouTube Works Awards remind us that creativity and authenticity—combined with data-driven strategy—are the real power behind successful campaigns.
If you’re a marketer, creator, or brand owner, this is your cue to think beyond traditional media and start crafting content that connects and converts—right where Filipinos spend most of their screen time.