News
YouTube reaches over 40M Philippine adult viewers
This opens up opportunities for local marketers
As marketers in the Philippines received their Brandcast Delivered experience, YouTube’s annual event for brands which pivoted into an online moment this year, the video platform announced that more than 40 million unique viewers in the Philippines are watching on YouTube every month over the past year. Watch time across content genres and the number of channels with more than 100k subscribers continue to grow, bringing opportunities to creators and businesses in the country.
YouTube shared that more than 50% of the 40 million unique local viewers are aged 18-34 years old. Watch time grew by over 50% where Filipinos used the platform to fuel their passion points and expand their knowledge to cope with the extended periods of the quarantine.
Watch time logged for gardening contents grew by more than 4x, while that for art videos doubled. Time spent watching strategy game videos and fitness contents grew by more than thrice respectively. Meanwhile, watch time for knowledge videos saw more than 90% increase.
As the home of Filipino creators, YouTube now has over 1,750 channels that have 100k+ subscribers. Their profile continues to diversify as more creators coming from various backgrounds go to YouTube to share their inspiring stories like: Dwight Tamayo, a NextUp Finalist and a poultry farmer from Masbate, uses YouTube to share his knowledge about his expertise to help his co-farmers and those interested in poultry farming; EduCreator Team Lyqa, who just reached the 1M-subscriber mark, demonstrates the capability of YouTube for learning; and Mimiyuuuh, the most recent YouTube Philippines’ Emerging Creator of the Year, who has been bringing joy to millions of Filipino viewers.
“YouTube continues to bring opportunities for creators and local businesses in the Philippines,” said Bernadette Nacario, Google Philippines Country Director.
“As watch time and audiences on YouTube grow, creators can expand their reach and diversify their content storytelling. Over the last few years, we’ve also launched a number of products such as YouTube Video Builder to help MSMEs, which form the majority of our economy, leverage the power of YouTube as part of their digital strategy. Any small business can use YouTube as long as they have a clear objective, a creative idea, and a target audience to engage.”
Creative effectiveness in the time of COVID-19 with YouTube
Marketers use YouTube to tell great brand stories. With most target audiences consuming content online, brands are crafting authentic, emotional, and insightful videos that offer deep and personal experiences for their consumers.
The most effective brands ads are those that move the emotions of the viewers, making them laugh, cry, or feel inspired. An example is the Ads Leaderboard winner for the month of May–Lactum’s Mother’s Day campaign: Alagang Ramdam ng Bawat Pilipino (A Care that is Felt by Every Filipino).
The video narrates a compelling and relevant story about a mother’s love and highlights the heroic roles that moms, who are also COVID-19 frontliners, are taking on in these challenging times. The ad was successful as it struck a chord with the viewers’ hearts, especially since the Philippines is a family-oriented market.
“On YouTube, we are seeing advertisers that are starting to make ads that anticipate and embrace this new reality. As many businesses continue to think about how to navigate these uncertain times, creatives are experimenting with different storytelling styles,” said Ben Jones, Global Creative Director for Google’s Unskippable Labs.
“From reimagining existing assets, reinvigorating animation to miracles of editing that take our breath away, we are seeing ads that are both effective and distinctive despite the constraints.”
To harness the creative effectiveness of YouTube and deliver a personalized experience, marketers should:
- Tap into a growing digital population
- Reach out to every category of consumer now that brands can leverage a single platform to reach audiences based on their interests and passions
- Explore different content formats as multiple categories grow in popularity
- Stay engaged as consumers keep looking for a steady stream of fresh content
This is a press release from YouTube Philippines.
News
Nothing adds color to its wearables with the Headphone (a)
The Pink and Yellow colors look great!
Last year, the Nothing Headphone (1) added a sense of fashion to the drab headphone market. Today, Nothing is adding a splash of color to its stylish lineup of headphones through the newly launched Headphone (a).
As with the (a) series of phones, the Headphone (a) melds fashion with affordability and performance. For quality, the wearable will have intelligent noise cancellation and sharper voice pick-ups with a 3-microphone Environmental Noise Cancellation system. It will also deliver rich immersive sound through Static Spatial Audio.
It’s only 310g light for easy use throughout the day.
For convenience, the Headphone (a) will have tactile gestures, such as a Button, Roller, and Paddle, to easily control the device without need of a phone. Users can integrate features like Channel Hop and Camera Shutter mode straight into the controls.
The headphones are designed for up to five days of battery life. Plus, a five-minute charge time can already provide five hours of playback. Finally, for durability, it is rated for IP52 resistance.
The Headphone (a) is available for preorders now. Starting March 13, it will be available in White, Black, and Pink. It will sell for EUR 159. Meanwhile, a limited-edition Yellow pair will be available starting April 6.
Nothing is not launching the Phone (4) this year. Though the lack of a flagship is certainly disappointing, the brand is still launching the Phone (4a) series, and now that it’s official, there really is no reason to feel like we’re missing out.
Nothing Phone (4a)
The base Nothing Phone (4a) carries over the circular camera island design of the previous Phone (3a). However, this generation will feature the new Glyph Bar, a subtler and more functional take on the brand’s iconic lighting system. It has 63 mini-LEDs in seven square light zones. It provides 3500 nits of brightness, which is 40 percent brighter than the Phone (3a)’s Glyph Interface.
The 6.78-inch AMOLED screen delivers images at 1.5K resolution,120Hz refresh rate, and 440 pixels per inch.
Inside, the Phone (4a) is powered by the Snapdragon 7s Gen 4. This is paired with up to 12GB of RAM and 256GB of internal storage. It can reportedly play Call of Duty: Mobile at up to 90fps.
For cameras, the model carries a Samsung GN9 50-megapixel main camera. It can take in more light and offer a wider field of view. Plus, the camera can zoom by up to 3.5 times using an optical zoom. There’s also 7x lossless zoom and 70x ultra zoom.
Using Qualcomm’s triple Image Signal Processor, the camera can shoot 4K video at 30 frames per second. It can also shoot Full HD videos at 120 frames per second.
Finally, the Phone (4a) has a large 5080mAh battery, capable of charging up to 60 percent in just 30 minutes.
Nothing Phone (4a) Pro
Meanwhile, the Nothing Phone (4a) Pro takes the best parts of the Phone (3) and brings it to life in the (a) series.
For one, the bolder camera island revives the Glyph Matrix of the flagship series and packs in more shooters inside. The three-camera system consists of a Sony LYT-700C 50-megapixel main shooter, a Samsung J5 50-megapixel periscope lens, and a Sony IMX355 ultrawide camera.
The 6.83-inch LTPS AMOLED screen is protected by Gorilla Glass 7i. It can deliver images at 1.5K resolution, 144Hz refresh rate, and 5,000nits peak brightness.
Inside, the Pro model sports the Snapdragon 7 Gen 4. Plus, the RAM Booster can increase the up to 12GB of RAM to 20GB. It will also have 256GB of internal storage.
It still has the large 5080mAh battery of its regular sibling and all the power that promises.
Price, availability
The Nothing Phone (4a) will be available in black, white, blue, and pink. It starts at EUR 349 for the 8+128GB configuration, topping off at EUR 429 for the 12+256GB model.
The Nothing Phone (4a) Pro will be available in black, silver, and pink. It starts at EUR 479 for the 8+128GB model, with the 12+256GB version selling for EUR 549.
In the past, the only way to escape the constant influx of technology is to purposely go for older or “dumber” phones. For example, if you wanted to prevent your elder loved ones from fussing over features they’d never use, you’d give them feature phones. Now, there’s no escape. HMD, one of the biggest names in the feature phone segment, is bringing AI to its devices.
For years, HMD, especially through Nokia, has provided low-tech phones for everyone’s grandma. From merely keeping the Nokia brand of phones alive, the company has now embraced its reputation as the feature phone king, building its own branded phones.
Now, announced during MWC 2026 (via Tom’s Guide), HMD will start infusing its phones with AI, video calling, and a digital wallet.
Of these, video calling is the easiest to digest. Rather than just being simple front-facing selfie shooters, HMD’s phones can also use the camera for video calls.
Secondly, the company is also packing in its own digital wallet into its phones. As with other wallets, HMD’s version can receive, store, and send funds to other users. It’s set to launch in India first.
Now, the AI assistant is the more controversial one among the three. The first rollout is India’s Sarvam AI, which will do the basic tasks you’d expect from an AI assistant. Naturally, this rolls out in India first.
However, HMD is also developing its own AI assistant alongside InTouch. The feature will supposedly provide companionship for elder users. The company will test the assistant in Europe first but aims to launch it globally.
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