Online video colossus YouTube highlighted the importance of partnerships, and the changing media landscape with the first-ever Brandcast event. Brandcast gave guests an idea of the current consumer trends that drive media consumption and viewership. Gone are the days where people are tied exclusively to the TV for their shows, and entertainment in general. With smartphone penetration in the Philippines at a staggering 70 percent, the way we consume content is changing.
Filipino YouTube viewers increasingly customize their viewing, with each person watching more videos that are in-tune with their own personal interests and needs. This has led to the disappearance of what we had come to know as primetime viewership, and given way to a more on-demand viewing trend.
One of the fastest-growing global YouTube markets, the Philippines has seen spectacular growth in users–both on the side of creators and viewers, since their first strong local push in 2016. There are now more than 750 channels with more than 100,000 subscribers, and over 20 media channels with more than one millions subscribers.
Helping make those numbers possible are YouTube’s industry partners. Smart Communications launched a free YouTube campaign in 2018. Free YouTube Every Day gave subscribers an hour of free YouTube access daily, and the results were nothing short of amazing. The campaign saw an twofold increase in mobile data, and a 62 percent revenue increase for year-on-year mobile revenue.
Cebu Pacific also leveraged YouTube to grow their business. When they debuted the Super Seat Fest 3.3 Sale campaign earlier this year, they used digital media; YouTube included, to engage its target market, inform them of their new timed approach to destination sales, and ultimately boost seat sales three times over previous efforts.
Broadcast giants ABS-CBN and GMA have taken to embracing YouTube as a partner as well. Instead of seeing online streaming as competition, they worked together to make content accessible to viewers, even reaching those who normally would no longer watch broadcast TV. Now, viewers can catch up on shows that they missed without having to wait for reruns, all according to their own schedules, on their own smart devices. This put them in the top 50 YouTube channels globally. Only five channels in the SEA region are in that elite group, and the Philippines bagged two spots.