YouTube drives trust, e-commerce growth in Southeast Asia

YouTube's creator ecosystem in Southeast Asia has expanded significantly, with data highlighting its influence on audiences and brands across the region.

There are now 7,600 channels from Indonesia, Thailand, Singapore, Malaysia, Vietnam, and the Philippines with more than one million subscribers and over 77,000 channels with at least 100,000 subscribers. In 2024, YouTube reached 290 million people in Southeast Asia, accounting for 85% of the region's online population. Globally, the platform attracts over 3.5 billion viewers each month, and uploaded content from Vietnam and Indonesia grew by 85% year-on-year between 2023 and 2024.

Video commerce has grown to represent 20% of Southeast Asia's e-commerce gross merchandise value (GMV), which is a four-fold increase over the past two years. YouTube is seen to play a central role in this shift, due both to its viewership scale and the expanding reach of creators who partner with brands for content-driven marketing initiatives.

YouTube's proliferation extends to larger screens, with over 79 million people in Southeast Asia watching YouTube on connected TVs. Across the globe, viewers watch on average more than one billion hours of YouTube content on TVs each day.

Trust in content plays a significant part in YouTube's effectiveness for both creators and brands. According to a Kantar study, 85% of viewers in Thailand and 67% in Indonesia regard YouTube creator content as trustworthy. Among Gen Z Indonesians, 60% say they trust brands featured by YouTube creators, as compared to 46% for other social media platforms. Ipsos data also indicates that in countries like Thailand, Indonesia, and the Philippines, a higher proportion of consumers trust Google and YouTube during their purchase journey than leading social media counterparts.

"This trust translates into purchase confidence, with YouTube driving almost 4x greater purchase intent than other social media platforms in the region. Even amidst the sheer volume of content, YouTube's emphasis on rich, high-quality content allows brands to convey their identity and purpose effectively, fostering long-term partnerships based on shared values with creators," Sapna Chadha, Vice President for Southeast Asia and South Asia Frontier at Google, said, commenting on this trend.

"A defining characteristic for YouTube in Southeast Asia is the trust and credibility creators have cultivated with their audiences. Users are 98% more likely to trust the recommendations of creators on YouTube compared to those on other social sites or apps," Sapna Chadha said, further emphasising the pivotal role of creators.

"Authenticity and credibility are extremely important when it comes to building an audience. Viewers and fans can sense which creators are authentic and which are not. This commitment to genuine connection is what builds lasting trust and support. As this year marks my tenth year creating content on YouTube, I've seen it evolve from its humble beginnings into a platform that fosters a unique, mutually beneficial relationship between creators, audiences, and brands. Each party gains significant value," Yudist Ardhana, a prominent creator in the region, stated, echoing these observations.

YouTube Shopping is another area of expansion, now available in Thailand, Indonesia, Vietnam, Singapore, Malaysia, and the Philippines through a partnership with Shopee. The platform enables eligible creators to promote products in their own shops or from other brands, and millions of videos have already been tagged. In Indonesia, Vietnam, and Thailand, an average of 55% of eligible creators have enrolled in the affiliate programme. Creator revenues are reported to be increasing in all six countries, with Vietnam experiencing a 35% year-on-year rise in channels earning nine figures or more (in VND) in December 2024. Instances such as creator Mai Trinh Hồ, who saw channel revenue grow nearly five times, and Jagat Review, for whom 50% of total earnings between July and October 2024 came from YouTube Shopping, illustrate this growth.

"When a brand partners with the right creator, they're not interrupting — they're integrating. Their message becomes part of the story, not an ad break. Creators aren't just amplifying a brand's narrative. They're shaping it — with relevance, with authenticity, and with the kind of trust that actually drives action," Sapna Chadha commented on the integration of brands and creators.

"At L'Oréal Thailand, YouTube empowers us to bring beauty for all—across every price point and every passion. Whether through luxury innovations or everyday essentials, we collaborate with creators to craft campaigns that are flexible, relatable, and rooted in authenticity. These voices help us connect more meaningfully with consumers across Thailand and amplify the values that define our brands," Yada Sarttarasathit Harel, Chief Digital & Marketing Officer at L'Oréal Thailand, said, describing the company's experience.

In addition to creators, advertisers are using YouTube's connected TV format to reach audiences. In the Philippines, a campaign by McDonald's led to average daily sales increasing by over 46% compared to pre-campaign results, while in Vietnam, Pepsi expanded its reach among 18 to 44-year-olds by 27%. Nielsen reports that YouTube delivers 2.3 times higher long-term return on ad spend than paid social platforms in the region.

The features available on YouTube, including long-form content, live streaming, Shorts, and shopping integration with Shopee, are viewed by industry figures as strategic tools for driving both audience engagement and business outcomes.

"Video commerce and creator-led marketing are reshaping how brands connect with consumers in Southeast Asia. Platforms like YouTube are empowering creators to bridge trust and commerce through engaging video content and integrated shopping solutions. With features like long-form storytelling, live streaming, Shorts and partnerships with marketplaces like Shopee, YouTube enables seamless transitions from discovery to purchase, helping brands tap into highly engaged audiences. As consumer behaviour shifts toward video-first experiences, YouTube's ecosystem offers brands a powerful way to collaborate with creators, build authentic connections, and drive measurable business outcomes in the region's rapidly evolving digital economy," Arthur Altounian, Vice President Client Strategy & Growth APAC at Goat, WPP MEDIA, stated.

With 86% of Southeast Asian consumers relying on online videos before making purchasing decisions, platform data indicates that YouTube remains a prominent channel in the region's digital commerce landscape.