Philippines: A Whopping 844 Million YouTube Videos Viewed in a Month

Over half of Internet users in Philippines watched millions of YouTube videos in January

MANILA, PHILIPPINES, 15 March 2012 - Effective Measure, the leading provider of digital media planning solutions in emerging markets, today reported that 844 million videos were viewed on YouTube in Philippines for the month ending January 2012 – placing it as the country’s third most popular website, after Facebook and Yahoo!.

Effective Measure SEA Regional Director, Dinesh Arasaratnam, said, ”In Philippines, YouTube had 54.5 percent reach of the local audience, with 9.7 million unique browsers attributing to over 800 million video views on PC in January.

“We know that over 30 percent of the audience identified as “Early Adopters’ and being health conscious, so content that appeal to these qualities may boost its value through the site.

“Interestingly, 27 percent of the audience identified as ‘Connectors’, meaning they have generally good networks. This opens another opportunity for advertisers looking to extend their reach beyond their immediate audience,” concluded Arasaratnam.

YouTube Audience in Philippines

• In January, females held 45.5 percent share, up one percent from the national index,
while males held 54.4 percent share.

• 21 - 30 year old users held 44.0 percent of the site’s audience while 18 - 20 year old
users had 11.4 percent share.

• YouTube were accessed mostly from home (66.7 percent), while education
institutions (2.2 percent) were the least popular places for viewing YouTube videos,
possibly due to the restrictions implemented on its shared computers.