YouTube Creator Ecosystem in Southeast Asia Grows Rapidly
YouTube’s creator ecosystem in Southeast Asia is flourishing like never before. This vibrant community includes 7,600 creators across Indonesia, Thailand, Singapore, Malaysia, Vietnam, and the Philippines. Together, they command over one million subscribers, with more than 77,000 channels boasting at least 100,000 subscribers. These growing numbers highlight the platform’s vast reach and present an enormous opportunity for brands to engage highly involved audiences through creator-driven partnerships.
These partnerships not only boost brand visibility but also help creators diversify their income streams. Video commerce has become a powerful part of Southeast Asia’s digital economy, now accounting for 20% of e-commerce gross merchandise value (GMV)—a fourfold increase in just two years. YouTube is emerging as the leading platform to fuel commercial success both online and offline throughout the region.
Massive Reach and Trust Drive YouTube Success
Globally, over 3.5 billion people watch YouTube every month. In 2024, the platform reached 290 million viewers in Southeast Asia, representing 85% of the region’s online population. Uploaded content from Vietnam and Indonesia surged by 85% year-over-year from 2023 to 2024, reflecting the rising creator economy.
Brands tap into this creator ecosystem because it maintains deep consumer trust. Research shows 85% of viewers in Thailand and 67% in Indonesia trust content from YouTube creators. This trust also extends to brands featured by creators, with 60% of Indonesian Gen Z trusting them compared to 46% on other social media platforms. This credibility influences purchase decisions strongly across Southeast Asia.
Creators Fuel Brand Growth With Authenticity
YouTube’s creators are essential to its success in video commerce. Users are 98% more likely to trust creator recommendations on YouTube than on other apps. “Authenticity and credibility are extremely important when it comes to building an audience,” noted a leading regional creator. “Viewers and fans can sense which creators are authentic and which are not. This genuine connection builds lasting trust and support.”
Brands benefit from these authentic narratives, which resonate deeply with consumers. One executive observed that when brands partner with creators, the message becomes part of the story—integrated rather than interruptive. This approach fosters relevance, trust, and meaningful engagement that drives actual consumer action.
YouTube Shopping Boosts Commerce and Creator Earnings
Online video is critical for product research, with two in five consumers in Southeast Asia relying on it and 86% preferring YouTube for discovery. To support this trend, YouTube Shopping launched in six countries alongside major e-commerce partners. This feature lets creators promote products from their stores or other brands seamlessly, shortening the path from discovery to purchase.
Creators are quickly joining this program, with over half eligible registering in early launch markets. This integration has significantly boosted creator revenue. For example, some creators have seen their earnings multiply multiple times. Brands also benefit from this synergy, reaching more consumers and achieving better sales outcomes.
YouTube Expands Into Living Rooms With Engaging Content
YouTube’s influence extends beyond mobile and desktops to connected TVs (CTV). Viewers worldwide spend over a billion hours daily watching YouTube on TV screens. In Southeast Asia, more than 79 million people access YouTube on CTV devices. This platform offers interactive formats like Shorts, podcasts, and live streams alongside traditional TV favorites.
By creating immersive, high-quality viewing experiences, YouTube continues to deepen audience engagement and open new revenue opportunities for creators and brands alike.
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