Insider Spotlight
A 2025 Kantar survey showed that 88 percent of Filipinos in rural Visayas and Mindanao watch YouTube daily, while 90 percent of viewers trust creators on the platform more than those on Facebook, Instagram, or TikTok.
“YouTube is where the people are,” said Paige Vicente Gacutan, brand lead of Myra E, a health supplement under UL Skin Sciences. “Our efforts in advertising on YouTube definitely paid off… the Filipino audience, even in rural areas, is really out there watching, paying attention, and truly engaged.”
Better ROI than TV and social
A Nielsen study commissioned by YouTube found that the platform is 3.86 times more effective than linear TV and 2.71 times more effective than other digital platforms in driving advertising ROI.
Filipino viewers also rank YouTube number one in ad experience, with engagement enhanced by what Kantar calls a “flow state”—a focused mindset that increases message retention and purchase likelihood.
This deep engagement has translated into tangible results. Myra E’s YouTube campaigns led to a 2 percent nationwide lift in supplement usage, with regional increases of 5 percent in Visayas and 7 percent in business share in the area.
The big picture
Prep Palacios, Google Philippines country manager, said the shift reflects how the digital economy is spreading beyond urban centers.
“What makes me proud is how the Philippines’ digital economy continues to accelerate even in rural areas—with YouTube at the center of this shift,” she said. “It consistently delivers stronger ROI than traditional TV and other digital platforms, making it a true growth engine for advertisers.”
— Edited by Daxim L. Lucas
