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YouTube Outshines TV With Trust, Reach, And ROI

Fluffy 103 Views 0 Comments , , , , , , , , , , , , , , , , , , ,

YouTube Outshines TV With Trust, Reach, And ROI

YouTube’s Rise as the New Television

The numbers don’t lie. 88% of Filipinos in rural Visayas and Mindanao watch YouTube every day. That’s not just reach—it’s dominance. In a country where traditional TV once reigned supreme, YouTube has quietly, and now loudly, taken the throne. YouTube Outshines TV With Trust, Reach, And ROI

Between 2020 and 2024, YouTube views on internet-connected TVs quadrupled. That’s a seismic shift in how Filipinos consume content. The living room screen, once reserved for primetime teleseryes and noontime variety shows, is now streaming vlogs, tutorials, esports, and brand campaigns.

And here’s the kicker: 90% of Filipinos trust creators on YouTube more than those on Facebook, Instagram, or TikTok. That’s not just a preference—it’s a cultural reset.

Trust as the New Currency

In advertising, trust is everything. You can have the flashiest campaign, but if people don’t believe in the messenger, it falls flat. YouTube has cracked the code by fostering a creator ecosystem that Filipinos genuinely connect with.

According to Kantar, YouTube isn’t just the most-watched—it’s the most trusted. Compare that to the 77% trust average across other platforms, and the gap is staggering.

This trust translates into what researchers call a “flow state.” Viewers are more focused, more engaged, and more receptive to messages. In plain English: when Filipinos watch YouTube, they’re not just scrolling—they’re paying attention. And that attention is gold for advertisers.

ROI That Leaves TV in the Dust

Let’s talk numbers. A Nielsen study found that YouTube is 3.86 times more effective than linear TV and 2.71 times more effective than other digital platforms in driving advertising ROI.

That’s not incremental improvement—that’s a landslide.

For brands, this means every peso spent on YouTube stretches further. Campaigns don’t just reach more people; they reach the right people, in the right mindset, at the right time.

I’ve seen enough campaigns to know that ROI is the ultimate scoreboard. And right now, YouTube is running up the score on both TV and social media.

Case Study: Myra E’s Regional Push

Take Myra E, the vitamin supplement brand under UL Skin Sciences. They leaned into YouTube’s regional reach, targeting audiences outside Metro Manila. The results?

  • 2% lift in nationwide usage
  • 5% increase in Visayas usage
  • 7% increase in regional business share

That’s the kind of growth that makes boardrooms smile. And it proves a critical point: YouTube isn’t just for urban millennials. It’s penetrating rural markets where traditional advertising once had a monopoly.

As Paige Vicente Gacutan, Myra E’s Brand Lead, put it: “YouTube is where the people are.” And she’s right.

My Take: Why This Matters

I’ve covered the evolution of media long enough to remember when brands would fight tooth and nail for a primetime TV slot. Today, that fight has moved online, and YouTube is the new battleground.

What excites me is how democratic this shift feels. In the past, TV was a one-way street—networks dictated what we watched and when. YouTube flips that model. Viewers choose their content, creators build communities, and brands earn attention by adding value.

For readers, the benefit is clear. This isn’t just about ads. It’s about better content, more choice, and more relevance. Whether you’re watching a cooking tutorial, a product review, or a cybersecurity PSA, YouTube delivers it in a way that feels personal, not forced.

And yes, it also means you’ll see fewer ads that make you want to throw the remote.

YouTube Works Awards: Celebrating Creative Excellence

The YouTube Works Awards Philippines 2025 showcased how brands are mastering this new playbook. The winners weren’t just clever—they were effective.

  • Best of Philippines & Multiformat Storytelling: Grab’s Summer campaign
  • Masters of Media: GCash’s GSafeTayo: Entertainingly Serious
  • Best of Festive: Nido 3+ Love Is Not a Word, It’s an Act

For the first time, agencies were also recognized:

  • Media Agency of the Year: Openmind
  • Creative Agency of the Year: GIGIL
  • Specialty Agency of the Year: Nerve

These campaigns weren’t just ads—they were cultural moments. They showed how multi-format storytelling, authentic creator collaborations, and full-funnel strategies can turn engagement into measurable business impact.

GCash: Humor Meets Cybersecurity

One standout was GCash’s GSafeTayo campaign, which made history as the first Philippine brand to win at the Southeast Asia YouTube Works Awards.

Launched during the height of SMS spoofing scams, the campaign used humor to tackle a serious issue. Anchored by a 40-second video featuring “Tita Marnie,” it turned cybersecurity into something relatable and memorable.

The results were staggering:

  • 70 million views
  • 14% increase in brand trust
  • 80% drop in SMS phishing reports in one month

That’s not just a successful campaign—that’s a public service. And it shows the unique power of YouTube to blend entertainment with education.\

The Bigger Picture: YouTube as a Growth Engine

Google Philippines Country Manager Prep Palacios summed it up perfectly: “Just as TV once defined advertising, YouTube is now the new TV.”

She’s right. YouTube isn’t just a video platform. It’s a growth engine for advertisers, a cultural hub for creators, and a daily habit for millions of Filipinos.

For businesses, the message is clear: if you’re not on YouTube, you’re missing where the audience actually is. For viewers, it means more relevant content, better ad experiences, and creators you can actually trust.

And for me, it’s proof that the media landscape has officially changed. The remote control has been replaced by the search bar. The primetime slot is whenever you hit play. And the new TV isn’t on cable—it’s on YouTube.

Here’s the full list of winners from YouTube Works Awards Southeast Asia:

Just as in the Philippines YouTube Works Awards, YouTube also recognized the best ad agencies in Southeast Asia for the first time this year. The first-ever best ad agencies in Southeast Asia are:

  • Media Agency of the Year: Mindshare (Indonesia)
  • Creative Agency of the Year: Ogilvy Group Thailand
  • Specialty Agency of the Year: Little Red Ants Vietnam

By celebrating the best work in the industry and introducing cutting-edge tools to help brands reach and engage their consumers even further, YouTube reinforced its role as the go-to platform for brands in the Philippines looking to connect with people, drive tangible results, and shape the next generation of storytellers and marketers.

Fluffy

Tech Editor, gear head , photographer, videographer, editor and all around lover of technology.

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