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RESEARCH, ANALYSIS & TRENDS

how creators, marketers, and brands adapt and create This week, YouTube unveiled the availability of viewing
content that meets the ever-changing viewing Shorts on TV and game consoles, giving viewers a new
preferences of today’s audiences while leveraging the way to enjoy their favorite short-form content from the
tools and benefits of YouTube for their businesses. We comfort of their couch. Its multi-format creativity gives
hope to continue partnering with brands in Singapore creators every screen and every format possible to
and the region to create deeper connections with their succeed.
customers and achieve reliable returns for their
businesses,” he said. Globally, YouTube Shorts is now averaging 30 billion
daily views, growing four times from a year ago. This is
Creators continue to create relevant content a shift in viewing behavior, as viewers are now moving
that remains well received in Southeast Asia back and forth between long- and short-form content,
all within YouTube, and podcasts are fast-growing on
The total hours of content uploaded on YouTube by the platform too.
channels in Thailand, Vietnam, Indonesia, and
Malaysia has doubled year-on-year, as well as Consumers are turning to YouTube for
Singapore which saw a 40% growth. All countries also purchase decisions
saw a double-digit increase in channel growth with over
100K and over 1M subscribers year-on-year. In Alongside the continuous growth of e-commerce,
Singapore, more than 600 local channels with over YouTube has become a destination for viewers to
100K subscribers, an increase of 30% from last year. discover brands and influence purchases. A Google
and Talk Shoppe study shows that shoppers are
According to an Ipsos survey, Gen Zs in Thailand, turning to YouTube to discover and learn about the
Philippines, Malaysia, and Indonesia consider YouTube latest products. Over 90% of viewers from four
the #1 place to go to engage deeply with content that Southeast Asian countries agree that YouTube creators
they love. The platform’s vast array of content proves give them the best information about products and
that no matter the audience’s interest, whether brands, and for over 80% of viewers from these
mainstream or obscure, there is something on countries, YouTube helps them decide what to
YouTube that will fit the bill. purchase.

YouTube has also evolved to be a single multi-format According to the recent eConomy SEA 2022 report,
platform, offering creators more ways to connect with Southeast Asia’s digital economy is on course to hit
their audiences. From short form on mobile and $200B gross merchandise value (GMV) this year. This
livestreaming on desktop to audio-first content and continues to be driven by e-commerce, which is
connected TV, YouTube’s multi-platform ecosystem expected to hit 16% GMV growth despite the post-
allows creators to create and audiences to consume pandemic partial resumption of offline shopping and a
how they want. greater focus on profitability by platform players. ◊

By MediaBUZZ

November 2022: Video & Visual Marketing 5