No longer just a platform for entertainment, YouTube has evolved into a dynamic driver of Vietnam’s economy, fueled by a diverse ecosystem of content creators. According to internal statistics, the number of YouTube channels in Vietnam generating revenues in the billions of dong (equivalent to tens of thousands of US dollars) has significantly increased.

Meanwhile, Vietnamese viewing habits are undergoing a notable shift. YouTube is increasingly dominating the shared entertainment space in households, gradually replacing the traditional role of broadcast television.

As of June 2024, more than 33 million Vietnamese watched YouTube on their televisions, with logged-in users averaging over four hours of daily viewing.

New data also reveals that YouTube reaches over 93% of Vietnamese internet users aged 18 to 29. Within the past year, viewership time for content related to Gen Z rose by more than 125%.

Marc Woo, Managing Director of Google Vietnam, stated, “YouTube is no longer just a source of entertainment. It has become a hub for cultural and business connection. Users are engaging with content on a deeper level, and brands and creators can harness this engagement to drive real impact - from community building to economic growth.”

A prime example is singer Hoa Minzy, who has effectively utilized YouTube with music videos that blend modern creativity and strong Vietnamese identity. Her content has garnered tens of millions of views and sparked a powerful cultural wave.

Amid this momentum, YouTube hosted the YouTube Works Awards Vietnam 2025 in Ho Chi Minh City on September 12. The event recognized the most effective advertising campaigns on the platform. Google also unveiled new tools to boost advertising effectiveness, including Immersive Masthead on connected TVs, which offers full-screen display on YouTube’s homepage, and Shoppable CTV, a feature allowing users to purchase directly from their TVs or send product information to their phones.

Du Lam