In Malaysia, there are 190 channels with over one million subscribers and 3,000 channels with over 100,000 subscribers, which puts the country behind Indonesia, Vietnam, the Philippines and Thailand, but ahead of Singapore.
These growing figures underscore the platform’s reach and the opportunity for brands to tap into highly engaged audiences through creator-led partnerships. These partnerships not only benefit brands but also help creators build new revenue streams.
With over 3.5 billion people watching YouTube every month globally, it reached 290 million people in Southeast Asia last year, representing 85% of the online population in the region.
This growing creator economy is a key driver of YouTube’s position at the heart of video commerce in Southeast Asia. Brands are leveraging YouTube’s extensive reach, which includes eight out of 10 online users in the region who can easily browse, discover and buy on the platform in multiple formats on a variety of screens.
Google Southeast Asia and South Asia Frontier vice president Sapna Chadha said this trust translates into purchase confidence, with YouTube driving almost four times greater purchase intent than other social media platforms in the region.
“A defining characteristic for YouTube in Southeast Asia is the trust and credibility creators have cultivated with their audiences. Users are 98% more likely to trust the recommendations of creators on YouTube compared to those on other social sites or apps.”
Creators on YouTube, known for their authentic storytelling, can significantly drive consideration for products. Two in five consumers in this region rely on online video for product research, with YouTube being the preferred choice for 86% of them.
Creators in the region, according to YouTube data, are also seeing their revenues increase in Malaysia, Indonesia, Singapore, Thailand, Vietnam and the Philippines.
The influence of YouTube extends across various formats and devices and increasingly, watching TV means watching YouTube on connected TVs (CTV). Around the world, viewers are watching on average over one billion hours of YouTube content on TVs daily. In Southeast Asia, YouTube on CTV is reaching over 79 million people across the region. YouTube content on TV screens is interactive and includes formats such as Shorts, podcasts and live streams, right alongside the sports, sitcoms and talk shows people already love.
“More advertisers in the region are building connected TV campaigns into their media strategies. This shift to streaming means broadcast and cable cannot deliver the same reach at the scale they have relied on for years,” added Sapna.
As Southeast Asia’s digital landscape continues to evolve, YouTube is shaping the future of e-commerce and redefining how people discover, engage with and purchase products. With 86% of consumers in Southeast Asia relying on online videos before making buying decisions, YouTube is set to become an important engine of Southeast Asia’s digital economy.
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