YouTube is now the most-watched video platform in rural areas of the Philippines, according to a new study from Kantar. The report shows that 88% of Filipinos in Visayas and Mindanao watch YouTube every day, more than traditional TV.
The shift reflects how mobile access and creator-driven content are changing viewing habits outside Metro Manila. According to the report, 9 out of 10 Filipinos say they trust YouTube creators more than influencers on Facebook, Instagram, or TikTok.
Meanwhile, Nielsen data shows YouTube ads are nearly four times more effective than TV ads, and more than twice as effective as other digital platforms.
The platform’s growing influence was also highlighted at the YouTube Works Awards Philippines 2025. Campaigns from Grab, GCash, and Nido 3+ were recognized for creative impact and audience engagement. GCash’s “GSafeTayo” campaign even won at the Southeast Asia level, which is a first for the country.
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But as YouTube becomes the default screen for more Filipinos, it raises questions about media literacy. Placing too much trust in creators (in any platform) could set a dangerous precedent.
