YouTube is placing a bold bet on Southeast Asia and it’s already paying off.
In a regional online press briefing last June 5, the platform spotlighted how its creator-led economy is fueling a new wave of video commerce, brand growth, and direct-to-consumer storytelling. From Bali to Bangkok to the Philippines, creators and companies are now selling as much as they’re streaming.
“We’ve just rolled out YouTube Shopping in our sixth Southeast Asian country,” said Sapna Chadha, VP for Google Southeast Asia and South Asia Frontier. “And we did this ahead of many other countries because of one key reason—this region is ready.”
The Perfect Storm: Creators, e-commerce, and culture
YouTube’s momentum in the region is staggering. In 2024, the platform reached 290 million people in Southeast Asia, 85% of the region’s online population. Of that, 7,600 creators now boast over 1 million subscribers, and over 77,000 channels have crossed the 100K mark.
The Philippines alone accounts for 450 channels with over a million subscribers and 6,000 with 100K+, reflecting a creator ecosystem that’s not just growing, but thriving.
With more viewers turning to YouTube for product discovery and inspiration, video commerce now makes up 20% of SEA’s e-commerce GMV, a fourfold jump in just two years.
“When a brand partners with the right creator, they’re not interrupting — they’re integrating,” Chadha explained. “Creators aren’t just amplifying a brand’s narrative. They’re shaping it — with relevance, with authenticity, and with the kind of trust that actually drives action.”
Trust is the currency
In a region where ad fatigue is real, trust is a differentiator and YouTube has it in spades.
Studies cited during the briefing reveal:
▪️98% of users globally are more likely to trust YouTube creators over other social platforms.
▪️60% of Indonesian Gen Z trust brands featured by YouTubers, compared to 46% on other platforms.
▪️YouTube drives 4x more purchase intent than any other social media channel in the region.
L’Oréal Thailand’s Chief Digital & Marketing Officer, Yada Sarttarasathit Harel, said this credibility is why they’ve expanded partnerships beyond traditional beauty influencer, collaborating with creators in lifestyle, education, and storytelling to deepen audience connection.
“Consumers spend time with creators. They care. And that makes the message more meaningful,” she said.
From Shorts to Screens: Shopping, streaming, and CTV
YouTube isn’t just selling on mobile. It’s scaling to the living room. Connected TV (CTV) is becoming one of its biggest frontiers, with 79 million Southeast Asian users now watching YouTube on TV screens.
In the Philippines, a CTV campaign helped McDonald’s PH boost daily sales by over 46%. In Vietnam, Pepsi extended reach by 27% among 18–44-year-olds.
To match this shift, YouTube introduced formats like:
▪️Shoppable QR codes on TV (scan and buy)
▪️Send-to-phone experiences
▪️Immersive masthead ads optimized for big screens
To industry observers, the rise of video commerce is more than a trend. It’s a fundamental shift in how audiences and brands interact.
“Video commerce and creator-led marketing are reshaping how brands connect with consumers,” said Arthur Altounian, VP of Client Strategy & Growth APAC at Goat, WPP Media. “Platforms like YouTube are empowering creators to bridge trust and commerce through engaging video content and integrated shopping solutions.”
Revenue is rising for creators, too
The growth isn’t just on the brand side. In Vietnam, the number of creators earning 9 figures or more (in VND) jumped 35% year-over-year as of December 2024. In Singapore and Indonesia, creators saw similar spikes in five- and nine-figure earnings.
Indonesian YouTuber Yudist Ardhana, who now runs a dedicated shopping channel (@tokoyudistardhana), echoed the sentiment.
“Authenticity and credibility are extremely important. This commitment to genuine connection is what builds lasting trust and support,” he said.
What about casual sellers?
As the floor opened for media questions, we shifted the spotlight from creators to aspiring entrepreneurs.
PhilSTAR Tech raised a question on behalf of small business owners and casual users, those who may not identify as content creators but are increasingly interested in using YouTube Shopping as a platform to promote and sell their own products.
“Does YouTube have plans to lower monetization requirements to make YouTube Shopping more accessible to non-creators or casual users, especially those who primarily want to promote their own products rather than earn through content creation?” we asked.
Chadha acknowledged the growing interest but maintained that trust and security remain top priorities.
“We want to make sure we got this right first but we’ll continue to evolve,” she said.
“Part of the reason why we’ve limited access is to uphold our policies, prevent fraud, and protect the ecosystem.”
As of now, YouTube Shopping is only available to channels enrolled in the YouTube Partner Program (YPP), which requires:
▪️500 subscribers
▪️3 valid public uploads in 90 days
▪️Either 3,000 watch hours in the last 12 months or 3M Shorts views in 90 days
TL;DR – Why Southeast Asia is YouTube’s living lab for the future of shopping
From the surge in creator earnings to the rise of shoppable video formats, YouTube isn’t just adapting to Southeast Asia. It’s actively testing the future of commerce here. With over 7,600 creators across the region now boasting more than a million subscribers and 85% of the online population tuning in, the platform is leveraging its massive reach to turn views into value.
YouTube Shopping is now live in six countries, including the Philippines, and is already reshaping how people discover and buy products. The trust between creators and their audiences remains a core driver, fueling higher purchase intent than any other platform. At the same time, Connected TV is pulling YouTube from phones to family rooms, with over 79 million users watching on TV screens across the region.
While monetization requirements still limit access to more casual sellers, YouTube’s openness to evolve hints that the next chapter may include more room for SMBs and solo entrepreneurs, too.
For now, creators are leading the way and the rest of the ecosystem is rapidly catching up.
