Meltwater, a global leader in media, social, and consumer intelligence, together with We Are Social, recently released the Digital 2026: Philippines Report, featuring local digital trends.
According to the data, the Philippines continues to strengthen its position as one of the world’s most digitally active and socially connected nations. The country is home to 98 million internet users and 95.8 million social media identities, marking a 10.3% increase year on year.
With 98.6% of the population owning a smartphone, digital access has become nearly universal, allowing Filipinos to integrate online connectivity into every aspect of their lives. The way they communicate, discover, and purchase continues to evolve as new habits form around social engagement, content creation, and mobile-first experiences. The report highlights that this level of connectivity is not only reshaping how people stay in touch with friends and family, but also how they are consuming information, entertainment, and commerce.
Globally, digital adoption has reached more than six billion people, while over 1 billion now use AI tools monthly. In the Philippines, this digital fluency is reflected in how audiences navigate social platforms, consume entertainment, and engage with emerging technologies in their daily lives. Filipinos spend more than 20 hours per week watching videos online – double the time spent on traditional broadcast and cable television – reflecting a strong appetite for on-demand entertainment and social connection.
Streaming services, including Netflix, Disney+, and Prime Video, continue to gain popularity. At the same time, local creators and influencer vlogs remain at the heart of Filipino digital culture, underscoring how entertainment and connection converge online.
The most consumed online formats include music videos (76.3%), comedic or viral content (58.1%) and influencer vlogs (47.8%). This appetite for humour, storytelling, and creativity reinforces the Philippines’ reputation as a social nation that values connection through relatable and entertaining content. For brands, behaviors like this underscore the need to tap into cultural relevance and authenticity as traits that inspire audiences to engage, share and advocate.
The report also reveals how digital finance is enabling broader participation in the country’s online economy. More than half of Filipinos (56.3%) make at least one purchase each week, with spending across electronics, food, and fashion reaching PHP 487.5 billion (US$8.24 billion) in 2025. Digital wallets such as GCash and Maya dominate payment preferences, accounting for 39% of all online transactions, while credit and debit cards represent another 27%. For a population where nearly half still do not have formal bank accounts, the adoption of e-wallets has played a vital role in driving financial inclusion.
Filipinos are also expanding their use of digital platforms beyond shopping, with 88.5% engaging in online banking, investments, or insurance every month. This reflects not just convenience but growing confidence in managing multiple aspects of daily life online. For retailers, especially those reliant on physical stores, this shift highlights the importance of an omnichannel strategy – one that builds trust and bridges online discovery with in-store experience.
Mimrah Mahmood, APAC vice president of Meltwater, said that “Filipinos have long been recognized as one of the most digitally active nations, and our 2026 data reaffirms that. What stands out this year is how digital behaviour has matured, moving beyond streaming and social engagement, into e-commerce and digital finance. The Philippines is no longer just connected but is empowered by the tools people use every day.”
As digital inclusion deepens, the Philippines continues to evolve from a connected population into an empowered digital economy. From entertainment to commerce and finance, Filipinos are using technology to build opportunity, creativity, and inclusion. The country’s digital journey demonstrates that the next phase of progress lies not only in being online but in using connectivity to strengthen relationships, drive innovation, and support growth across communities.
Read the full report now: https://www.meltwater.com/en/global-digital-trends