Google PH Chief Declares YouTube as the New Mainstream Media for Filipinos

YouTube has officially become the Philippines’ “new mainstream media,” reshaping how Filipinos consume content, discover culture, and make purchasing decisions, according to Google Philippines Country Manager Prep Palacios. Speaking at the YouTube Works Awards Philippines 2025 in Taguig City on October 7, 2025, Palacios said that the platform’s influence now extends nationwide, transforming both media consumption and brand marketing.

YouTube’s Massive Reach Across the Philippines

Palacios revealed that 90% of Filipinos now use YouTube, calling it an integral part of daily life. “YouTube has become their daily habit, redefining the classic genres and putting a spin on the linear storytelling we’ve all been used to,” she said. “For them, YouTube is the new TV, the new radio, and the new mainstream media.”

This dominance isn’t limited to Metro Manila. Palacios highlighted that 88% of rural viewers in Visayas and Mindanao access YouTube daily, illustrating how deeply the platform has taken root nationwide. “YouTube has set roots far and wide, with our content library deepening the farther we go,” she explained. She emphasized the growing diversity of content — spanning dialects, cultural contexts, and regional genres — that continues to attract millions of Filipino viewers.

Marketing in the ‘Flow State’

Palacios introduced the concept of “mindset marketing,” describing it as a strategy for brands to engage audiences when they are most receptive — what she called the “flow state.” “Pinoy viewers feel good about the time they spend on YouTube compared to other social platforms because this is where the flow state is at its peak,” she said.

This shift marks a movement from focusing on sheer reach to connecting with audiences in emotionally resonant, contextually relevant moments. Palacios explained that this mindset creates higher engagement and stronger purchase intent, especially when advertisers align their messaging with viewer passions and interests.

Creators as Cultural Influencers

Palacios credited Filipino YouTube creators as key drivers of this transformation, calling them “the new cultural authorities.” According to Google’s data, 90% of Filipinos agree that YouTube hosts the most trusted creators and content among all social platforms.

“These creators have become trusted voices in the community,” she said. “Their authenticity builds relationships that go beyond entertainment — they inspire decisions, shape habits, and drive brand loyalty.”

She mentioned local creators such as Life by Mike G, Lisa Brown, and Ninong Ry, who have successfully connected with audiences through relatable, authentic storytelling.

AI’s Role in Shaping the Future of Marketing

Looking ahead, Palacios underscored the growing role of artificial intelligence (AI) in marketing innovation. She said AI will soon “revolutionize the speed, scale, and creative potential” of campaigns on YouTube.

“AI is set to transform everything that we do — from how we ideate to how we deliver,” she said. “I have no doubt that we’ll see this technology in even more campaigns at next year’s awards.”

Sustaining YouTube’s Cultural Momentum

Palacios closed her speech by calling on brands and agencies to “lead the way” in combining creativity, technology, and authenticity. She emphasized that sustaining YouTube’s position as the country’s primary content engine requires continued innovation and commitment to meaningful storytelling.

“YouTube is not just a platform,” she concluded. “It’s where Filipinos connect, learn, and create culture together — and that makes it today’s true mainstream media.”