YouTube’s creator ecosystem in Southeast Asia is experiencing unprecedented growth, with 7,600 creators surpassing one million subscribers across Indonesia, Thailand, Singapore, Malaysia, Vietnam, and the Philippines. This surge highlights the platform’s extensive reach and presents a significant opportunity for brands to engage with highly active audiences through creator-led partnerships.
The platform’s influence is evident as YouTube reached 290 million people in Southeast Asia in 2024, accounting for 85% of the region’s online population. This reach is complemented by the trust viewers place in YouTube content, with 85% of viewers in Thailand and 67% in Indonesia finding creator content trustworthy. This trust extends to brands, with 60% of Indonesian Gen Zs trusting brands featured by YouTube creators, compared to 46% on other social platforms.
Video commerce is becoming a substantial component of Southeast Asia’s digital economy, now representing 20% of e-commerce gross merchandise value. YouTube’s role in this growth is significant, driving nearly four times greater purchase intent than other social media platforms in the region. Sapna Chadha, Vice President of Southeast Asia and South Asia Frontier at Google, noted, “This trust translates into purchase confidence, with YouTube driving almost 4x greater purchase intent than other social media platforms in the region.”
YouTube Shopping, launched in partnership with Shopee in several Southeast Asian countries, further enhances this ecosystem by allowing creators to promote products directly. This initiative has seen a substantial uptake, with 55% of eligible creators in Indonesia, Vietnam, and Thailand enrolling in the programme. As YouTube continues to expand its reach and capabilities, the platform is poised to remain a central player in the region’s burgeoning video commerce landscape.
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