YouTube creator growth soars in Southeast Asia in 2025

YouTube’s latest data shows the creator ecosystem in Southeast Asia has grown significantly.

As of 2025, 7,600 channels have surpassed 1 million subscribers, and over 77,000 channels have more than 100,000 subscribers.

The platform reached 290 million people in Southeast Asia in 2024, representing 85% of the region’s online population.

Content uploads from Vietnam and Indonesia grew 85% year-on-year from 2023 to 2024.

Video commerce now contributes 20% to ecommerce gross merchandise value (GMV), a fourfold increase in two years.

YouTube Shopping – available in Thailand, Indonesia, Vietnam, Malaysia, Singapore, and the Philippines – allows creators to promote products by integrating with Shopee’s catalog. About 55% of eligible creators in these countries have joined the program.

YouTube greatly influences consumer trust and purchase decisions, with 85% of viewers in Thailand and 67% in Indonesia trusting creator content.

🔗 Source: YouTube

🧠 Food for thought

1️⃣ Trust-based commerce is reshaping Southeast Asia’s digital economy

YouTube’s dominant position in Southeast Asia is built on high levels of consumer trust, with 85% of Thai viewers and 67% of Indonesian viewers considering YouTube creator content trustworthy 1.

This trust directly translates to commercial behavior. YouTube Enthusiasts make online purchases 1.6 times more frequently than regular users and spend 60% more overall 2.

For perspective, these “YouTube Enthusiasts” represent approximately 77 million highly engaged users across Singapore, Indonesia, Vietnam, and the Philippines who spend over 10 hours weekly on the platform 2.

The trust advantage extends across the entire purchase journey, with YouTube driving almost 4x greater purchase intent compared to other social platforms in the region. This is a critical factor explaining why video now influences 86% of regional buying decisions.

This represents a shift from traditional advertising to trust-based commerce, where creators serve as the primary bridge between brands and consumers in the digital economy.