Nine in 10 Filipinos use video-sharing platform, YouTube, nationwide, increasing its viewership on televisions by more than double over the past three years, Google Philippines said on Tuesday, September 17.
Google Philippines and Thailand country director Jackie Wang said that with an average of four hours of viewing per day, YouTube has become the most-watched streaming service on smart TVs. She cited YouTube’s internal data.
“It’s no wonder that we’re starting to hear that YouTube is the new TV,” Wang said during the YouTube Works Awards roundtable discussion. “Digital is becoming much more mainstream, driven by a variety of different factors.”
Wang said easier access through mobile phones, improved data plans, and a growing demand for quality entertainment have made digital media more mainstream.
According to a Nielsen-commissioned report, YouTube generated returns on ad spending that were 3.86 and 2.71 times higher than linear TV and other digital media, respectively.
“We’ve done the study and meta-analysis of mixed-media modeling called MMM studies in partnership with Nielsen, and it shows that YouTube drives higher return on ad spend than all other media investments compared to TV and other online media,” Wang said.
The Google exec noted that watch time on YouTube videos in the country with “P-Pop” in the title climbed to over 180 percent in June 2024 compared to the previous year, while overall watch time on the platform increased by 15 percent from June 2023.
YouTube Works Awards
Meanwhile, Google and research firm Kantar announced the winner of this year’s YouTube Works Awards for the Philippines, recognizing the best video campaigns on the platform.
CoCo Tea won the best video campaign award for the ad “Cool,” featuring broadcast journalist Ces Drilon.
Ride-hailing giant Grab Philippines reaped three awards in various categories with the ads “Sorry” and “Valentine’s Day.”
Nido Philippines’ “Mom, you’re my #1” video campaign bagged the Best of Google Artificial Intelligence (AI) for effectively utilizing AI in advertising.
Google Philippines and Thailand country director Jackie Wang announces the winners of the YouTube Works Awards 2024 for the Philippines on Tuesday, September 17.
Nido Philippines’ “Mom, you’re my #1” video campaign won the Best of Google AI award.
Eight other video campaigns… pic.twitter.com/LZmIH1NgDN
— Interaksyon (@interaksyon) September 17, 2024
Wang said generative AI is making it easier to create content for effective brand messaging, but leveraging these tools still requires effort to enhance, rather than replace, traditional methods.
“We’re at the forefront that is simplifying the creative process from months to days to hopefully hours and minutes—not replacing them, but how are we enhancing and improving,” she said.
With 21 shortlisted entries, the local winners for this year’s YouTube Works Awards will be competing in the final Southeast Asia round in October.