YouTube held its first-ever Brandcast event in the Philippines, gathering brands, businesses, and media partners. During the event, the online platform shared new insights, platform growth, and opportunities to its attendees.
“The new primetime is personal,” announced YouTube, meaning most viewers customize their viewer experiences. Filipino viewers watch more and more videos that are tailored to their personal interests, passions, and current needs. In addition, throughout the years, Pinoys’ viewership on the platform remains consistent throughout the day. There’s no such thing as “primetime hours” when it comes to viewing habits on YouTube anymore.
A booming segment
The Philippines is one of the most vibrant and fastest-growing YouTube markets. Since 2016, the number of creator channels with over 100,000 subscribers increased 20 times. Today, there are over 750 channels hitting this number.
On the other hand, the number of media channels with more than 1 million subscribers grew by 10 times. Now, 20 channels create content for over a million of its fans.
“The Philippines is an important market for YouTube,” shared Vishal Sarin, Director of YouTube Content Partnerships, Southeast Asia. “Over the years, we have seen an immense growth not only in the number of people watching videos but also in creators starting their own channels and brands going digital to engage their consumers. As we are committed to the Philippines, we plan to further grow the YouTube ecosystem by forging more local partnerships and developing creators outside of Metro Manila.”
In 2018, YouTube partnered with Smart to launch the Free YouTube Every Day program, providing a free hour of YouTube daily to its mobile prepaid subscribers. Since then, Smart’s mobile data usage doubled year-on-year and service revenues from mobile data increased by 62%.
At YouTube Brandcast, companies like Cebu Pacific also shared how they use the platform to drive business results.
“YouTube plays an important role in our omnichannel strategy. In the recent Super Seat Fest 3.3 Sale campaign, we reached over 20 million Filipinos and Cebu Pacific became the most searched brand during the campaign period. Most of all, consumers who booked flights during the 3.3 campaign grew thrice compared to our last major seat sale,” shared Candice Iyog, Cebu Pacific Vice President for Marketing and Distribution.