YouTube has announced that it has now reached more than 45 million viewers in the Philippines aged 18 years old and above.
The feat, according to the Google-owned video platform, is part of its growth in the country in terms of reach, watchtime, creators, and content uploads over the past year. The numbers were presented by the company during its Brandcast Delivered online press conference held on Wednesday, September 29.
Apart from its number of users, YouTube also saw more than 25% increase in watchtime from April 2020 to April 2021, while total hours of content uploaded to YouTube by channels in the Philippines grew more than four times between 2020 and 2019.
The data has also showed that Filipino viewers always use YouTube to connect with their passion points. Recipe videos grew by more than 50% in watchtime during the first quarter of 2021 compared to the same time last year.
More people have also been indulging in self-care, as watchtime for skincare videos jumped by more than 80% in the same period and interestingly, that for shampoo videos more than doubled.
Continuing to seek entertainment to cope with the prolonged isolation periods, watchtime for role-playing game (RPG) videos grew by more than 80% while that for drama television series grew by more than 70% in the same period.
The local creator community flourishes too. As of June 2021, over 3,000 channels have more than 100,000 subscribers, over 250 channels have more than one million subscribers, and 12 channels have more than 10 million subscribers.
“In the second year of the pandemic, more Filipinos turned to YouTube to use content that can help them with their everyday life,” Google Philippines Marketing Head Gabby Roxas said during the event. “YouTube’s reach, creators, content uploads, and watchtime increased phenomenally and this ecosystem growth unlocked great possibilities for brands to drive results at scale, and deliver a fulfilling experience for viewers.”
YouTube is effective in attaining desired brand and business results. It is a platform where brands, creative agencies and marketers, and creators can build content that deeply resonates with audiences while delivering impactful results even at a time of big change in consumer behaviors.
YouTube’s sponsorable activities, including Super Stream, Music Night, and FanFes allow brands, like Uniliver, to engage consumers effectively.
“Marketing in a connected world opens new opportunities for brands to connect deeper with people, and YouTube is an effective platform to do that. Through YouTube, we were able to tell our brand stories in an unmissable way, standing up in the frontline of culture to engage today’s attention-restricted audience,” said Dennis Perez, Media Director of Unilever Philippines.
In related news, YouTube has opened applications for this year’s NextUp, the search for the next-generation YouTube content creators.