YouTube attracted 40 million grown-up Filipino viewers in the past year, Google Philippines announced in the virtual Brandcast Delivered held recently. It also reported that amid lockdowns, more and more video contents are added to the platform.
YouTube shared that more than 50% of the 40 million unique local viewers are aged 18-34 years old.
Watch time grew by over 50% and viewers consumed content about gardening which grew by four times while watch time of art videos doubled. Time spent watching strategy game videos and fitness content grew by more than thrice, respectively. Watch time for knowledge videos saw more than a 90% increase.
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According to YouTube, it now has over 1,750 channels that have 100,000 subscribers. Their profile continues to diversify as more creators coming from various backgrounds go to YouTube to share their inspiring stories.
With most target audiences consuming content online, brands are crafting videos that offer deep and personal experiences for their target market.
“On YouTube, we are seeing advertisers that are starting to make ads that anticipate and embrace this new reality. As many businesses continue to think about how to navigate these uncertain times, creatives are experimenting with different storytelling styles,” said Ben Jones, Global Creative Director for Google’s Unskippable Labs. “From reimagining existing assets, reinvigorating animation to miracles of editing that take our breath away, we are seeing ads that are both effective and distinctive despite the constraints.”
To harness the creative effectiveness of YouTube and deliver a personalized experience, marketers should:
- Tap into a growing digital population
- Reach out to every category of consumer now that brands can leverage a single platform to reach audiences based on their interests and passions
- Explore different content formats as multiple categories grow in popularity
- Stay engaged as consumers keep looking for a steady stream of fresh content