Pinoy internet users dominate video space

MANILA, Philippines — Filipinos have love for all things video.

Findings of a new study on social media and digital trends worldwide showed the Philippines is the No.1 country in consumption of online video each week, with 97.2 percent of internet users aged 16 to 64 doing so, ahead of the global benchmark of 92 percent.

The study was conducted by Meltwater, a global leader in social and media intelligence, and creative agency We Are Social.

Based on specific findings in the Digital 2024: Philippines annual report, Filipinos are found to be drawn to online videos, with 72.7 percent watching music videos and 58.3 percent using them as learning sources each week.

In the gaming sphere, the Philippines likewise lords it over with 95.9 percent of internet users  playing video games on any device, well above the global average of 83.1 percent.

However, the Philippines is no longer the No. 1 country of gamers as seen in 2023, falling to second behind Indonesia’s 96.5 percent.

FIlipinos also spend an average of three hours and 34 minutes on social media each day, which is well above the global average of two hours and 23 minutes.

With approximately eight social media platforms used on average, 60 percent of Pinoy internet users visit these platforms in order to learn about brands and see their content, well above the global average of 48.9 percent.

The Philippines is likewise ranked as the No. 1 country with the highest number of social media users following influencers (43.9 percent) and  continues to be the leader in vlog consumption with 50.7 percent  watching vlogs or influencers each week, way higher than the global average of 23.8 percent.

On a global scale, the Digital 2024 report shows that active social media users have passed the five billion mark, equivalent to 62.3 percent of the world’s population. 

The typical social media user now spends two hours and 23 minutes per day on their social platforms of choice, and uses 6.7 platforms each month. TikTok has the highest average time per Android user of any social platform globally, clocking in at an impressive 34 hours per month – equating to more than an hour per day using the platform. In second place is YouTube, with the average user spending just over 28 hours per month on its Android app.

In terms of the world’s ‘favorite’ social platform, Instagram has taken the crown from last year’s winner, WhatsApp. Digital 2024 shows that 16.5 percent of internet users between the ages of 16 and 64 consider Instagram their most loved platform, pushing WhatsApp into second place with 16.1 percent.