Nearly all viewers in rural areas of the Visayas and Mindanao now watch television programs through YouTube, according to a study by a global market research firm.
A 2025 report by Kantar found that 97% of Filipinos in these regions watched online TV programs on the platform in the past month, an indication at how audiences are accessing shows outside traditional broadcasts.
Programs from major networks such as ABS-CBN, GMA Network, and TV5 are available on YouTube, including full episodes and clips.
“And they aren’t just using an app, they are using YouTube to stay connected to the national conversations credibility of our top networks,” said Google Philippines’ country manager Prep Palacios during her presentation at the YouTube “Unstoppable” event in Manila last April 16.
The study also noted that YouTube reaches audiences beyond traditional television, adding viewers who may not be captured by linear TV.
YouTube The platform said it also extends the reach of traditional TV by up to 60%, based on Kantar data, as more viewers turn to digital platforms for news and entertainment.
According to the company, the growth in online viewing is being driven in part by the availability of television content from major networks, which regularly upload full episodes of drama series and live streams to the platform.
This has allowed viewers in rural areas to access the same programs as those in urban centers, without relying solely on scheduled broadcasts or television signals.
