The figures were released by Google at YouTube Festival Vietnam 2026, held in Ho Chi Minh City on Sept. 16 and attended by more than 700 content creators, businesses, marketers and partners.

Google framed YouTube’s ecosystem in Vietnam around three pillars: culture, connection and commerce.

On culture, the platform highlighted the growing reach of Vietnamese content both at home and abroad, with international audiences accounting for more than 50% of its watch time.

On connection, more than 180,000 channels in Vietnam now have over 10,000 subscribers, while the number of YouTube Shorts videos has risen by more than 100% year on year.

For commerce, YouTube highlighted the influence creators have on purchasing decisions, as well as shopping features integrated across multiple devices.

Marc Woo, general manager of Google Vietnam, said YouTube was no longer used solely for entertainment but had also become a place where people search for information and discover cultural content.

He said 93% of Internet users in Vietnam access the platform every day.

YouTube also highlighted the longevity of content on the platform. Around 40% of total video views occur more than 30 days after a video is uploaded.

According to Google, this means content can continue to be discovered and watched over a longer period rather than generating traffic only shortly after publication.

YouTube also pointed to the growing commercial influence of creators. In Vietnam, 82% of viewers surveyed said they were more likely to purchase products recommended by creators they trust, compared with 74% on platforms specializing in short-form video.

Google also cited an aggregated analysis showing that YouTube generated a return on investment, or ROI, 1.5 times higher than the overall media channel average in Vietnam between 2022 and 2025.

At the event, YouTube also presented its Works Awards Vietnam 2026.

Viettel received the top Best of Vietnam award for its “Viettel 5G: Changing Who Gets to Connect During Tet” campaign. Other awards went to VNG, FPT Long Chau, MSD HH Vietnam and Samsung.

Du Lam