Philippines’ Digital Platforms

As of the beginning of 2023, the Philippines had a staggering 85.16 million internet users, with an impressive internet penetration rate of 73.1%. As per Statista (an online portal for market data), revenue from the Digital Music market is projected to reach US$53.43 million by the end of 2023, and the Music Streaming market to reach US$48.10 million. While we are on streaming, Spotify is the top app for music consumption, while YouTube Music, Apple Music and Deezer are also popular.

Additionally, 84.45 million people in the Philippines were active social media users, making up 72.5% of the total population. TikTok and Facebook were the most popular choices for entertainment and social media. Facebook is the most popular social media platform, with 80.30 million users, and there are now over 43 million Filipino users on TikTok, which is more than 37% of the entire population. The Tik Tok creator economy, in particular, is primarily driven by women, who make up 59.46% of the platform’s total user base. Genz is the most active demographic on TikTok, accounting for a whopping 68.8% of the space. According to the Philippine Statistics Authority (PSA), the country’s creative economy ballooned and contributed around 7.3% to the gross domestic product (GDP). At the same time, year on year, the sector grew by 12.1% from 2021.

On the other hand, YouTube has 57.70 million users, according to updates from Google’s advertising resources. A survey conducted by Ipsos, a global market research and consulting firm, revealed that YouTube remains the platform of choice for Filipino viewers, creators, and marketers in 2022. The love for YouTube among Filipinos is evident in the increased watch time across several categories in Q1 2022 compared to last year. Alongside the growing demand for relevant content, Filipino content creators are witnessing a surge in their communities. Over 4,600 channels now boast over 100,000 subscribers (40% increase, year-on-year) and 350 channels with more than 1 million subscribers (35% increase, year-on-year).

Kumu, a locally-developed app that empowers Filipino voices worldwide through its live streaming and content creation platform, is worth mentioning. Originally envisioned as a messaging app, Kumu has evolved into one of the top-grossing apps globally, with over 10 million downloads and 60 million live streams watched monthly. The app’s entertainment branch, Kumu Social TV, disrupted the Philippine media industry, and Kumu Campaigns offer engaging and fun livestream challenges. The Kumunity provides a user-driven hub for engagement and rewards.