Page 4 - AeM_November_2022

RESEARCH, ANALYSIS & TRENDS

YouTube sustains growth in Southeast

Asia, with Connected TV emerging as the

fastest growing screen for the platform

Southeast Asian viewing habits continue to shift, words, they want the best of TV combined with the best
with TV screens being the fastest growing device of the internet. That’s why YouTube TV is perfect for
for people to watch YouTube. the 21st century.

“As these two new modes of experiencing TV
Across all major countries across SEA, YouTube
continues to see continued growth in users consuming foreshadow, the future of TV entertainment is a bright
content on connected TV screens - Thailand (12M), one for consumers as TV brings more control, flexibility,
and interactivity than ever before (catching up to what
Malaysia (7.5M), Indonesia (25M) and the Philippines
(16M) in 2022. This evolution has changed the way digital video already offers). But the future is a bright
one for advertisers too, because as TV becomes more
viewers define TV itself, with two-thirds of viewers in personalized, advertisers will unlock better reach,
each market saying that YouTube “is TV” when it’s
viewed on their television screen. targeting, and measurement,” he concludes.

At YouTube Singapore’s annual marketing showcase,
YouTube’s chief product officer, Neal Mohan says that
in the future, no two people will have the same TV Ben King, Managing Director of Google Singapore,
spoke about the evolution of YouTube over the past 15
experience, and explains what that means for years in Asia Pacific and how the platform is
advertisers. Today, people want all the great content
TV offers, but they also want their TV experience to be characterized by depth of viewer connection, based on
the rich and diverse content ecosystem that has been
personalized, interactive, flexible, and complete with
their favorite non-TV original video content. In other built over time. “It has been an exciting journey to see

4 November 2022: Video & Visual Marketing