YouTube: The Evolution of Digital Media and the Launch of Premium Lite in the Philippines
The cheaper YouTube Premium Lite finally enters the Philippines to provide a new option for users who want to get rid of ads for a cheaper price. At only PhP 109 per month, YouTube Premium Lite offers only one thing for subscribers: ad-free viewing. While the original subscription will keep all videos ad-free, the new tier offers “most videos ad-free.” Users won’t get ads on videos across “gaming, comedy, cooking, learning, and more,” however, they might still see some ads on music content and Shorts. Furthermore, the subscription also won’t give users access to YouTube Music Premium, and it also won’t allow downloads or background play.
YouTube as the New TV in the Philippines
Cementing its status as the “new TV,” YouTube has become a preferred information and entertainment channel for Filipinos. Specifically, YouTube now reaches more rural Filipinos than traditional TV. According to a new study from Kantar, 88% of Filipinos in Visayas and Mindanao watch YouTube every day, more than traditional TV. This shift reflects how mobile access and creator-driven content are changing viewing habits outside Metro Manila. Additionally, YouTube reached over 50 million people aged 18 and above in June 2024, which is more than 90% of the Philippine population. Data released by Google shows that Filipinos, on average, spend over four hours watching YouTube on TV screens per day.
Advertising Effectiveness and YouTube Works Awards
YouTube’s growing influence is also driving better ROI for ads. According to a study commissioned with Nielsen, on average, YouTube is the most effective media channel for advertising, driving higher returns on ad spend over other media. Nielsen data shows YouTube ads are nearly four times more effective than TV ads, and more than twice as effective as other digital platforms. To celebrate this impact, Google and Kantar announced the winners of this year’s YouTube Works Awards, celebrating the most creative and effective video campaigns on the platform.
YouTube Works Awards Winners
- Best of Philippines: CoCo Tea: Cool
- Best of Google AI: Nido 3+: Mom, you’re my #1
- Brands & Creators: McDonald’s: Night Classroom
- Masters of Media: Grab: Sorry
- Best of Festive: Grab: Valentine’s Day
- The Big Bang: Grab: Sorry
- The Long & Short: GCash: GCash Spotlight
- Force for Good: TNT: TNT Sim Registration
- Best Brand Story: CoCo Tea: Cool
As the platform continues to grow, watch time on YouTube in the Philippines grew 15% from June 2023 to 2024. Notably, watchtime of YouTube videos with “p-pop” in the title grew by over 180% when compared to the same time last year. However, as YouTube becomes the default screen for more Filipinos, it raises questions about media literacy, as 9 out of 10 Filipinos say they trust YouTube creators more than influencers on other platforms.
