YouTube named top platform for marketing ROI in Southeast Asia

YouTube cemented its dominance in the digital landscape after being ranked the number one video platform in Southeast Asia, outperforming competitors like TikTok and Meta in daily reach, audience trust, and marketing return on investment (ROI).

The findings, shared during the 2025 YouTube Works Awards SEA, revealed that YouTube reaches more consumers daily than any other platform in the region. Research from Kantar and Analytic Edge showed that YouTube delivers more than twice the ROI of linear TV and at least 1.2 times higher than other digital platforms.

In the Philippines, a separate Nielsen study confirmed that YouTube remains one of the most effective advertising channels — 3.86 times more effective than TV and 2.71 times more effective than other online platforms.

Data also showed that YouTube creators continue to earn strong audience trust, with 90 percent of Filipino users trusting content creators on the platform — higher than averages across Thailand and Indonesia.

The YouTube Works Awards celebrated the most creative and impactful campaigns in the region, with Thailand’s Dutchie Yogurt winning the Grand Prix and Multiformat Storytelling awards for its “Fight for Thais’ Gut” campaign. The film combined martial arts action and humor, achieving a 95 percent view-through rate and an 11-percent increase in sales.

Other winners included Netflix Thailand for Best of Festive, Lifebuoy Indonesia for Big Bang, and Honda Indonesia for Brands and Creators.