YouTube doubles down on video commerce in Southeast Asia

It now has 7,600 creators with over 1 million subscribers.

YouTube is ramping up its video commerce push in Southeast Asia, with creator-led content, in-app shopping, and connected TV ads driving growth across the region.

The platform now has 7,600 creators with over 1 million subscribers and more than 77,000 channels with at least 100,000 subscribers in Indonesia, Thailand, Singapore, Malaysia, Vietnam and the Philippines.

YouTube reached 290 million people in Southeast Asia in 2024, covering 85% of the region’s online population.

Video commerce now makes up 20% of Southeast Asia’s e-commerce GMV, a fourfold increase over two years. YouTube said it is playing a central role in that growth, thanks to its creator ecosystem and wide reach.

““This trust translates into purchase confidence, with YouTube driving almost 4x greater purchase intent than other social media platforms in the region,” said Sapna Chadha, Vice President, Southeast Asia and South Asia Frontier, Google.

“A defining characteristic for YouTube in Southeast Asia is the trust and credibility creators have cultivated with their audiences," added Sapna. "Users are 98% more likely to trust the recommendations of creators on YouTube compared to those on other social sites or apps."

YouTube Shopping is now live in all six Southeast Asian markets through a partnership with Shopee. Eligible creators can tag products directly in their videos and Shorts.

In Indonesia, Vietnam and Thailand, 55% of eligible creators have already enrolled in the programme.

Vietnamese creator Mai Trinh Hồ saw her total channel revenue grow nearly five times after joining YouTube Shopping. Jagat Review in Indonesia reported that 50% of his channel’s revenue between July and October 2024 came from the programme.

About 85% of viewers in Thailand and 67% in Indonesia trust YouTube creator content, as per a Kantar study. Meanwhile, an Ipsos data shows consumers in Thailand, Indonesia, and the Philippines trust YouTube more than other platforms during their buying journey.

Creator earnings are rising across Southeast Asia. In Vietnam, the number of channels making nine-figure income in VND grew 35% year-on-year as of December 2024.

YouTube is also pushing into connected TV (CTV). Over 79 million people in Southeast Asia now watch YouTube on TV screens, part of the platform’s global 1 billion daily CTV watch hours.

New formats like Shoppable TV ads, pause ads, and send-to-phone features are making big-screen ads more interactive. Brands are seeing results: McDonald’s in the Philippines saw daily sales jump 46%, and Pepsi in Vietnam increased reach among 18–44 year-olds by 27%.