According to Google data released on Sept. 16 at the YouTube Festival Vietnam 2026 in Ho Chi Minh City, YouTube reaches 93% of internet users in Vietnam every day and serves as the country’s number one video-viewing platform. The event, which drew more than 700 creators, marketers, and business leaders, highlighted the platform’s expanding influence across culture, connectivity, and commerce.
YouTube Ecosystem Pillars: Culture, Connection, and Commerce
Google frames its Vietnamese ecosystem around three core pillars. On the culture front, international audiences account for more than 50% of watch time for Vietnamese content, signaling a growing global reach for local creators. Regarding connection, data presented at the festival shows that more than 180,000 channels in Vietnam have surpassed 10,000 subscribers. Meanwhile, YouTube Shorts usage has surged, with video numbers rising by more than 100% year over year.
Commerce integration represents the third pillar. Marc Woo, general manager of Google Vietnam, stated that the platform is no longer used solely for entertainment. Instead, users frequently search for information and discover cultural content. “Over the past decade, from a fledgling video-sharing platform, YouTube has become an integral part of digital culture and economy,” Woo said. He added that 93% of internet users in Vietnam access the site daily.
Content Longevity and Creator-Driven Return on Investment
YouTube content demonstrates notable staying power. Approximately 40% of total video views occur more than 30 days after a video is uploaded, according to Google. This long-tail visibility allows content to attract audiences over extended periods rather than fading shortly after publication.
Commercial influence among creators is also measurable. Survey data cited by Google indicates that 82% of viewers in Vietnam are more likely to purchase products recommended by creators they trust. By comparison, platforms specializing in short-form video record a 74% trust-to-purchase rate. Furthermore, Google cited an aggregated analysis showing that YouTube generated a return on investment (ROI) 1.5 times higher than the overall media channel average in Vietnam between 2022 and 2025.
YouTube Works Awards Vietnam 2026 Winners
The festival concluded with the presentation of the YouTube Works Awards Vietnam 2026, which honor creative and effective advertising campaigns. Viettel secured the top Best of Vietnam award—as well as the Best of Festive category win—for its campaign titled “Viettel 5G: Changing Who Gets to Connect During Tet.” The campaign combined festive storytelling with a flexible multi-screen strategy to highlight technology’s role in family connections.
Other notable winners included FPT Long Chau, which won the Multiformat Storytelling award for its campaign “From Fear to Trust: Long Châu’s ‘Love Injection’ Vaccination Journey.” MSD HH Vietnam earned recognition in the Brands & Creators category for its collaboration with artist Amee on the “You Matter, Take Charge” campaign. Additional awards went to VNG and Samsung.
Did You Know? Over half of the watch time for Vietnamese content on YouTube now originates from international audiences outside of Vietnam.
Frequently Asked Questions
What percentage of Vietnamese internet users access YouTube daily?
According to Google data released at YouTube Festival Vietnam 2026, 93% of internet users in Vietnam access the platform every day.
How many channels in Vietnam have over 10,000 subscribers?
More than 180,000 channels in Vietnam have surpassed the 10,000-subscriber milestone.
What campaign won the top award at the YouTube Works Awards Vietnam 2026?
Viettel won the top Best of Vietnam award for its campaign titled “Viettel 5G: Changing Who Gets to Connect During Tet.”
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