YouTube’s vibrant creator ecosystem in Southeast Asia is reaching new heights. It boasts 7,600 creators across Indonesia, Thailand, Singapore, Malaysia, Vietnam and the Philippines with more than one million subscribers and over 77,000 channels with 100,000 subscribers. These impressive and growing figures underscore the platform’s immense reach and the huge opportunity for brands to tap into highly engaged audiences through powerful creator-led partnerships. These partnerships not only benefit brands but also help creators build new revenue streams.
Video commerce is a significant and growing part of Southeast Asia’s digital economy and now accounts ḣor 20% of e-commerce GMV, a four-fold increase over the last two years. YouTube is solidifying its position as the most powerful and effective platform for driving commercial success, both online and offline, in the region. With over 3.5 billion people watching YouTube every month globally, YouTube reached 290 million people in Southeast Asia in 2024, representing 85% of the online population in the region. In addition, uploaded content from VN and ID grew 85% YoY from 2023-2024.
YouTube’s creator economy and consumer trust drive success Ṫor brands
This massive and growing creator economy is a key driver of YouTube’s position at the heart of video commerce in Southeast Asia. Brands are leveraging YouTube’s extensive reach, which includes 8 out of 10 online users in the region who can easily browse, discover, and buy on the platform in multiple formats on a variety of screens.
One of YouTube’s key strengths is trust— and creators are at the heart of it. A Kantar study found that 85% of viewers in Thailand and 67% in Indonesia consider YouTube creator content trustworthy. This trust extends to brands as well: 60% of Indonesian Gen Zs say they trust brands featured by YouTube creators, compared to just 46% on other social platforms.
This deep-rooted trust also influences purchase behavior. Ipsos data shows that in Southeast Asian countries like Thailand, Indonesia, and the Philippines, more people trust Google and YouTube throughout their purchase journey than leading social media platforms.
“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,” said Sapna Chadha, VP, Southeast Asia and South Asia Frontier, Google.
“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,” adds Sapna.
Yudist Ardhana, one of the region’s top creators, agrees: “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.”
YouTube Shopping accelerates video commerce and drives revenue opportunities for brands and creators
Creators on YouTube, known for their authentic storytelling, can significantly drive consideration for products. Two in 5 consumers in this region rely on online video for product research, with YouTube being the preferred choice for 86% of them.
To drive this further, YouTube Shopping has now launched in Thailand, Indonesia, Vietnam, Singapore, Malaysia, and the Philippines in partnership with Shopee. YouTube Shopping allows eligible creators to easily promote products from their own stores or other brands. Top creators across the region are joining the affiliate program, with millions of videos already tagged. For instance, in the first three countries where it launched (Indonesia, Vietnam and Thailand), an average of 55% of eligible creators have already enrolled in YouTube Shopping. This integration with Shopee’s catalogue of products shortens the customer journey from discovery to purchase, allowing brands to reach and engage more consumers and drive better business outcomes.
“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,” adds Sapna. “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.”
“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,” explains Yada Sarttarasathit Harel, Chief Digital & Marketing Officer, L’Oreal Thailand. “These voices help us connect more meaningfully with consumers across Thailand and amplify the values that define our brands.”
Creators in the region, according to YouTube data, are also seeing their revenues increase in Indonesia, Singapore, Malaysia, Thailand, Vietnam and the Philippines. In Vietnam, for example, there was a 35% YoY increase in the number of channels making 9 figures or more (in VND) in December, 2024.
YouTube Shopping has helped grow creator channel earnings, with examples like Mai Trinh Hồ seeing her total channel revenue jump by almost five times, and Jagat Review reporting 50% of his channel’s total earnings coming from the program between July and October, 2024.
YouTube moving into living rooms creates high-quality viewing experiences with immersive ads that engage audiences
The influence of YouTube extends across various formats and devices and for more and more, watching TV means watching YouTube on connected TVs (CTV). Around the world, viewers are watching, on average, over 1 billion hours of YouTube content on TVs daily1. In Southeast Asia, YouTube on CTV is reaching over 79 million people across the region. YouTube content on TV screens is interactive and includes formats like Shorts, podcasts, and live streams, right alongside the sports, sitcoms and talk shows people already love.
Creators are adapting by creating content that provides a high-quality viewing experience on larger screens. In turn, YouTube is evolving the ads experience in the living room to match what viewers want and expect on the big screen
— including fewer, longer ad breaks and more interactivity like Pause ads — to create a seamless viewing experience and the flexibility to make more entertaining ads.
We continue evolving the ads experience in the living room to match what viewers want and expect on the big screen. Last month, YouTube’s announcements at Brandcast included formats like Shoppable CTV – the capability to shop for products using a QR code right on the big screen, or use our send-to-phone feature to continue browsing on mobile – and Immersive Masthead on CTV, which makes it even easier to capture attention and drive action.
“More advertisers in the region are building connected TV campaigns into their media strategies,” adds Sapna. “This shift to streaming means broadcast and cable can’t deliver the same reach at the scale they’ve relied on for years.”
At a time when nearly every major streaming service is going ad-supported, YouTube is the only service that can provide both the reach and the viewership and engagement that advertisers need.
In the Philippines, McDonald’s saw average daily sales surge by over 46% compared to pre-campaign performance, thanks to their CTV campaign with YouTube, while Pepsi in Vietnam increased their reach among 18 to 44-year-olds by 27 percent through this format. Overall, Nielsen ḣindings indicate that YouTube delivers 2.3x higher long-term ROAS (Return on Ad Spend) than paid social.
“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,” says Arthur Altounian, VP Client Strategy & Growth APAC at Goat, WPP MEDIA. “As consumer behavior 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.”
These insights and trends were discussed today during a virtual press briefing focused on “YouTube and the Rise of Creator-led Commerce in Southeast Asia.”
As Southeast Asia’s digital landscape continues to evolve, YouTube is positioned to remain a pivotal player, shaping the future of e-commerce and redefining how people discover, engage with, and purchase products. With 86% of consumers in Southeast Asia relying on online videos before making buying decisions, YouTube is a critical engine of Southeast Asia’s digital economy.
