Y
Google Country Manager for the Philippines Prep Palacios underscores YouTube’s strength nationwide with the finding that 88% of Filipinos in rural Visayas and Mindanao regularly use the platform.
YouTube has officially become the Philippines’ “new TV,” commanding both national reach and deep viewer trust that drive stronger business impact than traditional and digital media combined.
A new Kantar study in 2025 confirms that 88 percent of Filipinos in rural Visayas and Mindanao watch YouTube every day, while views on internet-connected TVs have quadrupled since 2020. This surge cements YouTube’s dominance not just in Metro Manila but across the provinces—where digital adoption is rapidly accelerating.
The most trusted platform in the country
Trust is YouTube’s defining edge. According to Kantar, 90 percent of Filipinos trust creators on YouTube—a stark contrast to the 77 percent average across Facebook, Instagram, and TikTok. This credibility translates into deeper viewer engagement and what experts call a “flow state”—a focused, receptive mindset that makes audiences more likely to absorb messages and make purchasing decisions.
It’s no surprise, then, that YouTube ranks as the #1 platform for ad experience in the Philippines, outperforming all major competitors. Advertisers are responding accordingly, shifting their investments toward YouTube for its unparalleled ability to deliver engagement, conversion, and brand lift.
Proven business impact: From visibility to conversion
Independent Nielsen data reinforces YouTube’s growing commercial advantage. The platform is now 3.86 times more effective than linear TV and 2.71 times more effective than other digital channels in delivering business results.
One brand that experienced this firsthand is Myra E, the vitamin supplement line under UL Skin Sciences, Inc. (a subsidiary of UNILAB). Through a data-driven regional campaign that expanded visibility outside Metro Manila, Myra achieved a 2 percent nationwide lift in product usage, a 5 percent boost in Visayas, and a 7 percent increase in market share within the region.
“Our efforts in advertising on YouTube definitely paid off,” said Paige Vicente Gacutan, Myra E’s Brand Lead. “Filipinos everywhere—especially in rural areas—are tuned in, engaged, and paying attention. YouTube is where the people are, and that’s where our growth continues.”
Prep Palacios, Country Manager of Google Philippines, said this phenomenon marks a defining shift in Philippine media behavior.
“Just as TV once defined advertising, YouTube is now the new TV—where trusted creators thrive, culture is shaped, and brands drive measurable impact,” he said. “It delivers stronger ROI than traditional TV or any digital platform, making it not just a video destination but a true growth engine for advertisers.”
The full slate of winners and runners-up of the 2025 YouTube Works Awards PH.
Spotlight on creativity: YouTube Works Awards Philippines 2025
As YouTube strengthens its hold as the country’s premier marketing stage, it also celebrated creative excellence through the YouTube Works Awards Philippines 2025—honoring brands that achieved outstanding results through innovation, authenticity, and storytelling.
Winners include:
Best of Philippines / 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 introduced a new category recognizing Philippine agencies of the year, with honors going to:
Media Agency of the Year: Openmind
Creative Agency of the Year: GIGIL
Specialty Agency of the Year: Nerve
These winners will represent the Philippines at the YouTube Works Awards Southeast Asia, where competition is at an all-time high with over 800 regional entries.
GCash was the first-ever and only Philippine representative that won on the regional level, bagging the Masters of Media Award with GSafeTayo: Entertainingly Serious.
A historic win for GCash at YouTube Works SEA
In a landmark victory, GCash became the first Filipino brand to win at the Southeast Asia YouTube Works Awards, thanks to its GSafeTayo: Entertainingly Serious campaign.
Launched amid a surge in SMS spoofing scams that affected over 600,000 Filipinos in 2024, the campaign cleverly used humor to deliver a serious cybersecurity message. Its 40-second video featuring “Tita Marnie” turned a near-scam experience into a relatable meme, while follow-up exposés educated users on scam tactics and prevention.
The result: 70 million views, a 14 percent rise in brand trust, and an 80 percent drop in SMS phishing reports within a month.
“We knew we needed to make cybersecurity relatable,” said Neil Trinidad, Chief Marketing Officer of GCash. “YouTube gave us the reach and creative freedom to do just that—turning a serious issue into something impactful, memorable, and life-changing.”
The next generation of storytelling
At the regional level, Dutchie Yogurt (Thailand) took home the Grand Prix for Fight for Thais’ Gut, while Lifebuoy (Indonesia), Honda BeAT (Indonesia), and Netflix (Thailand) also clinched top honors in other categories.
Agency winners included:
Media Agency of the Year: Mindshare (Indonesia)
Creative Agency of the Year: Ogilvy Group Thailand
Specialty Agency of the Year: Little Red Ants Vietnam
By honoring these creators and campaigns, YouTube reaffirms its role not only as a platform for video but as a cultural ecosystem—one that connects audiences, empowers brands, and inspires the next generation of Filipino storytellers.
As Palacios aptly summed it up: “YouTube isn’t replacing TV—it’s redefining it.”
