YouTube #1 in marketing ROI, beats other platforms in SEA
The numbers are in: in 2025, viewers rank YouTube as the number one platform for streaming video content, reaching more consumers on a daily basis than all competitors including TikTok and Meta, according to new Kantar research shared at YouTube’s annual YouTube Works Awards.
The awards served as a powerful showcase of the platform’s unparalleled reach and its growing ecosystem of creators and communities. The winning campaigns from this year’s Southeast Asia YouTube Works Awards highlighted how brands are leveraging YouTube to achieve real, measurable business impact and high return on investment (ROI).
When it comes to business results, YouTube consistently delivers. According to the consulting firm Analytic Edge, across markets like Indonesia, Thailand and Vietnam, YouTube drives more than 2X the ROI of linear TV – specifically 4.1X in Indonesia, 2.9X in Thailand and 2.3X in Vietnam. It also outperforms other social platforms like TikTok and Meta – delivering 1.5X in Indonesia, 1.6X the ROI in Thailand, and 1.2X in Vietnam.
Meanwhile in the Philippines, another study this time commissioned by Nielsen found that YouTube is one of the most effective media channels for advertising. It’s 3.86 times more effective than linear TV, and 2.71 times more effective than other digital platforms.
Southeast Asia’s most influential voices are on YouTube. Data from marketing research firms Kantar and MTM show that YouTube creators are trusted by 90% in the Philippines, 88% in Thailand, and 86% in Indonesia, higher than the competitive average in these markets. For advertisers, this deep trust, combined with YouTube’s unparalleled reach, is a powerful formula for driving business results.
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