YouTube has officially cemented its role as the “new TV” for Filipinos, reaching viewers nationwide and driving deep engagement beyond Metro Manila.
A 2025 Kantar survey revealed that 88% of Filipinos in rural Visayas and Mindanao watch YouTube daily, underscoring its powerful reach. Views on internet-connected TVs have also quadrupled between 2020 and 2024, showing how YouTube is becoming part of the modern household experience.
Trust remains a key factor behind the platform’s success. Kantar data shows that 90% of Filipino viewers believe YouTube has the most trusted creators and content—outperforming Facebook, Instagram, and TikTok. Viewers also ranked YouTube as the #1 platform for the best ad experience, as they tend to be more focused, engaged, and open to making purchase decisions while watching.
As a result, more advertisers have turned to YouTube to effectively reach and engage their consumers, netting a higher return on investment in their campaigns compared to competing social media platforms.
A Nielsen study found YouTube to be 3.86 times more effective than traditional TV and 2.71 times more effective than other digital platforms. One example is Myra E, which achieved a 2% nationwide usage lift and a 7% increase in market share in the Visayas through YouTube campaigns.
Celebrating marketing excellence at the YouTube Works Awards Philippines 2025
As YouTube strengthened its position as the top platform for video marketing, the industry celebrated excellence at the YouTube Works Awards 2025.
Chosen by a panel of experts, the winning campaigns showcased innovative storytelling, genuine brand-creator collaborations, and strategies that turned engagement into lasting business growth. They highlighted how brands effectively used YouTube’s ecosystem to connect with audiences and create content that resonated with Filipino consumers.
Here’s the full list of local winners at the YouTube Works Awards Philippines:
- Best of Philippines
- Grab: Summer
- Multiformat Storytelling
- Grab: Summer
- Masters of Media
- Best of Festive
- Nido 3+: Love Is Not a Word, It’s an Act
In another first for the YouTube Works Awards, the industry’s best ad agencies of the year in the Philippines were also honored and recognized during the ceremony, in addition to the most effective and well-crafted campaigns.
The first-ever winners of the Philippines’ agencies of the year are:
- Media Agency of the Year: Openmind
- Creative Agency of the Year: GIGIL
- Specialty Agency of the Year: Nerve
The Philippine winners will represent the country at this year’s YouTube Works Awards Southeast Asia, which saw a record-breaking 800+ entries from brands across the region.
