JAKARTA - YouTube has just announced its successful achievement of having more than 100 million unique views every month.
According to a survey conducted by ComScore VMX, more than 100 million viewers are over the age of 18, and are located throughout Indonesia. This number is up 30 percent from last year.
Most of this growth is coming from cities in Tier 2 and 3, with watch time reaching 4.3 hours per day. According to ComScore, Indonesians in Q1 2020 to Q1 2021 have more than doubled their watch time on drama, finance, and overall skin care videos.
Meanwhile, food videos such as culinary and mukbang (food and broadcasts) rose by 40 percent in the same one year period. Videos about RPG games are up 70 percent. Meanwhile, watch time for men's skincare videos doubled in the same one year period
"Our study in June 2021 highlights this and shows that there are more and more Gen-Zs who are increasingly literate with financial literacy, such as studying investment and financial management," said Managing Director of Google Indonesia, Randy Jusuf at the Brandcast Delivered 2021 event, Thursday. , October 14.
Randy admits, YouTube is a good platform for learning. The increase in watch time of up to 100 percent for finance-related videos reflects the amount of time Indonesians are spending learning new skills during the pandemic.
“For the food category, during the pandemic, Indonesians like to watch popular mukbang videos. However, they also learn how to make new recipes. In the drama category, (such as) Korean dramas are becoming increasingly popular, but so are Indonesian channels," Randy explained.
At the same time, YouTube also shared its success in achieving new achievements for creators. Where there are now 1,000 channels in Indonesia whose subscriber count has exceeded one million and there are 25 Indonesian creators who have received the Diamond Play Button for successfully exceeding 10 million subscribers.
All of these creators make great videos in a variety of formats, from YouTube Shorts to long videos and live streams. Because of this, brands of various products choose YouTube as a place to channel their advertising content.
“The many ad formats available on YouTube allow brands to drive action and allow content creators to reach a wider new audience,” said Yolanda Sastra, Head of Ads Marketing at Google Indonesia.
With the recently launched Video Actions Campaigns ad format, ads can now appear in more places than ever before, including on the YouTube home page and on Google's video partner pages.
Another new ad format, Performance Max Beta, which is an all-in-one ad campaign, makes it easier for brands to achieve their business goals through the power of machine learning by displaying different ad formats across platforms such as Video, Search, Discovery, and Display.
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