The way Southeast Asians watch, connect, and consume content has changed—and YouTube now sits firmly at the center of this transformation.
At the 2025 YouTube Works Awards Southeast Asia, new research revealed that YouTube is now the region’s #1 video streaming platform, surpassing TikTok and Meta in daily reach and effectiveness. But beyond numbers, YouTube’s growing role as the “new TV” underscores how the platform is reshaping how brands reach audiences, how creators build trust, and how Filipinos experience entertainment in the digital era.
From screens to streams: The rise of YouTube as the new TV
For decades, television ruled the living room. Today, YouTube has taken its place—not just as a source of entertainment but as the new television for the connected generation.
nationwide with the finding that 88% of Filipinos in rural VisMin regularly use the platform
According to new Kantar and Nielsen data, YouTube outperforms both traditional and digital competitors in scale and impact. The platform delivers over 2x the ROI of linear TV and 1.2–1.6x higher ROI than other digital platforms, solidifying its status as the most effective video channel for businesses across Southeast Asia.
In the Philippines, YouTube’s reach rivals—and often exceeds—free-to-air and cable television. The Kantar study shows that 88% of Filipinos in rural Visayas and Mindanao watch YouTube every day, proving that the platform’s appeal extends well beyond Metro Manila. Whether through smartphones, smart TVs, or tablets, YouTube has become the shared screen of the Filipino household.
“Welcome to the third YouTube Works Awards Southeast Asia. It’s a special year for us because for the first time we’re hosting the region’s best and brightest right here in the Philippines,” said Prep Palacios, Country Manager of Google Philippines. “On top of that, we’re also celebrating YouTube’s 20th birthday. What started as a grainy site with unscripted videos 20 years ago is now a force driving connections, culture, and decisions.”
Palacios highlighted how deeply embedded YouTube has become in Filipino life: “Today, 93% of Filipinos use YouTube. It’s their daily habit, redefining classic genres and putting a spin on linear storytelling. For them, YouTube is the new TV, the new radio, and the new mainstream media.”
A platform built on trust
Trust is the foundation of YouTube’s success as the new television. Across Southeast Asia, audiences view YouTube not just as a video hub but as a trusted space for creators and brands.
New regional data reveals that 90% of Filipinos, 88% of Thais, and 86% of Indonesians trust YouTube creators more than those on other platforms. In an era where digital misinformation and ad fatigue challenge brand credibility, YouTube’s creator ecosystem stands out as a reliable bridge between brands and audiences.
In the Philippines, this trust is especially powerful. From tech reviews to finance explainers and lifestyle vlogs, YouTube creators have become the new-generation TV hosts—authentic voices that viewers follow daily.
Outperforming linear TV and digital rivals
Nielsen’s findings show that YouTube is 3.86 times more effective than linear TV and 2.71 times more effective than other digital platforms in driving business outcomes.
This effectiveness stems from YouTube’s blend of personalized content discovery, brand-safe environments, and measurable performance. While TV offers reach, YouTube combines reach with relevance, ensuring that ads are delivered to the right audience at the right time.
It’s this combination that makes YouTube the #1 platform for best ad experience, outperforming Facebook, Instagram, and TikTok. The viewing experience—non-intrusive, targeted, and often skippable—creates an environment where audiences actually choose to engage.
GCash puts Filipino creativity on the global stage
The 2025 YouTube Works Awards Southeast Asia not only celebrated the platform’s impact but also highlighted brands that used YouTube as their creative canvas.
Leading the winners was Thailand’s Dutchie Yogurt, which took home the Grand Prix for its humorous “Fight for Thais’ Gut” campaign. But the biggest milestone came from the Philippines, where GCash made history as the first-ever Filipino brand to win a regional YouTube Works Award.
Its campaign, “GSafeTayo: Entertainingly Serious,” combined humor and education to promote cybersecurity awareness—a challenge few financial brands have managed to address creatively. The campaign used YouTube’s mass reach and relatable creator collaborations to encourage safer digital habits among users. Watch the video in this link to find out how this campaign won the award: YouTube Works Awards Southeast Asia 2025 | Masters of Media Winner
After sweeping the YouTube Works Awards Philippines 2025 alongside Grab and Nido 3+, GCash’s regional recognition proves that Filipino storytelling — powered by data and creativity — can thrive on the international stage.
Palacios acknowledged this creative strength:
“The campaigns we’re celebrating today are more than just winners—they’re a masterclass in the new rules of engagement. Brands like GCash show that purpose-driven storytelling works best when delivered where Filipinos truly watch and engage—and that’s on YouTube.”
Where creativity meets performance
What sets YouTube apart as the new TV isn’t just its massive reach—it’s the fusion of creativity and measurability. Unlike traditional television, YouTube offers detailed insights that allow brands to optimize campaigns in real time, test creative variations, and link performance directly to business results.
This ability to combine emotional storytelling with analytical precision is redefining advertising for brands across Southeast Asia. Whether it’s a fintech app like GCash promoting digital safety or an FMCG brand like Dutchie Yogurt driving awareness, YouTube enables campaigns to scale impact while maintaining creative freedom.
From living rooms to mobile screens: The shared viewing experience
The way Filipinos consume YouTube also mirrors traditional TV habits — but with modern flexibility. Families now gather around smart TVs to watch YouTube content, while younger audiences tune in through mobile devices.
This multi-screen, on-demand behavior transforms YouTube into a shared yet personalized viewing experience. It is no longer just a solo mobile activity—it’s today’s digital living room.
As streaming habits evolve, YouTube’s content diversity—from long-form documentaries and livestreams to short-form videos—keeps it relevant across all generations. It’s where parents watch news and tutorials, teens follow vlogs and challenges, and kids enjoy learning content—all within one platform.
The new television for the digital generation
With unmatched scale, deep viewer trust, and proven marketing ROI, YouTube has become the new television for Southeast Asia.
For brands, it’s no longer a question of whether to advertise on YouTube — it’s how to maximize its storytelling power. The platform’s ecosystem of creators, analytics, and ad formats provides endless opportunities for engagement.
For audiences, YouTube is the modern version of primetime—available anywhere, anytime, on any device.
As the digital landscape continues to evolve, one thing is clear:
YouTube is not just replacing television — it’s redefining it.
About YouTube Works Awards
The YouTube Works Awards honor the most creative and effective advertising campaigns on YouTube that achieved real business results through innovative storytelling, strategy, and use of data.
