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RANDY JUSUF: [NON-ENGLISH SPEECH] And I
could not be more thrilled to be here back with all of you
for our first Brandcast in person after three long years.
How's everybody doing?
So let's get on with the show.
There are currently already 210 million internet users
in Indonesia based on APJII's latest report.
And as we know, a lot of them are on YouTube.
As we celebrate our 10th year in the country,
we are so proud for the special bond
that we have with everyone in Indonesia
and to see that YouTube remains the number one
choice for Indonesians.
And this holds true for every generation including
digital natives, Gen Z.
Part of what makes YouTube so indispensable
is because everyone can find content
that is relevant to each of them,
as you can see in the videos earlier.
Therefore, it is not a surprise, I hope,
that 92% of Indonesians agree that YouTube has unique content
that they cannot find anywhere else.
Over the past year, we have seen a growth of our watch time
across different passion points, whether it's
football, home renovation, or female fitness motivation,
to just name a few.
There is content for YouTube for everyone.
And it can be about product review, reactions, or anything.
It is all about the connection and about the community.
In fact, Gen Z in Indonesia says that YouTube is the number one
place to go when they want to go deep with what they love.
Our creative, diverse, as you can see,
and growing YouTube creators are its heart and soul.
And we see more and more creators
creating more content than ever.
I'm so inspired to see that more non-urban creators from all
over Indonesia launch their career on YouTube.
And later today, we're going to hear
from Putih Abu-Abu, a group of Gen Z
rising stars who hail from Cianjur, which happens
to be my mother hometown.
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Yeah.
OK.
[NON-ENGLISH] OK, go back to English.
Yeah.
So in Indonesia, we now have more than 1,300 channels
with over 1 million subscribers each,
and that is a growth of 30% year over year.
In addition to that, there are more than 16,200 channels
with 100k subs each.
So this is a testament to the variety of content
that is available from TV stations, music
labels, and celebrities and creators of all kinds.
In fact, over the past three years,
we have paid creators and other partners more than $50 billion
globally.
But we are not stopping there.
We recently actually introduced more ways for our creators
to become partners, earn income with YouTube Shorts,
and further connect with the music industry with them.
Innovation continues to be at the heart
and at the core of what YouTube does
and for our creators, users, and advertisers.
So allow me to share three consumer trends and YouTube's
innovation.
First one, multi-format viewing.
With YouTube permeating every aspect of people's life,
people are now choosing to connect with YouTube
in a variety of formats.
Snackable, short form content is starting
to gain traction on YouTube.
And YouTube Shorts are now averaging
over 30 billion daily views globally,
which is a growth of four times compared to last year.
And this growth is coming from viewers of all ages.
This is a shift in viewing behavior,
and viewers are now moving back and forth from long form
to short form all within YouTube.
For example, music fans could be exploring
music videos highlights from YouTube Shorts
and then crossover to watch full length videos or even
stream live concerts.
Indonesian artists like Yura Yunita, NIKI,
and even global superstars like NCT 127
are using shorts to tease their music video launch.
For brands, this is an opportunity for you
to reach and connect with your audiences
in every viewing moment that matters to them.
Earlier this year, we actually announced
that advertisers can now run video action campaign on shorts
to encourage viewers to act.
And we also recommend vertical video.
Long form and short form content truly complement each other,
and as YouTube, we have all of them.
The second trend, Indonesians are
streaming content across multiple devices,
with television as the fastest growing one.
In fact, over 25 million people in Indonesia
are now streaming YouTube on their TV as of May this year.
And it is predicted to continue to grow.
This evolution has changed the way Indonesians
define TV itself.
74% of Indonesian viewers say that YouTube is actually
TV when it's viewed on their TV screen.
Because TV screens provide a much more immersive experience,
people are much more engaged with the content.
And now, as brands, you can bring the best of YouTube
to their TV screen.
Based on Lazada's pilot, we saw a very promising result,
especially in driving higher ad recall with better efficiency.
It was also able to reach new audiences with deep engagement
through their YouTube cross campaigns.
The third shift that we are seeing
is driving purchase intent.
YouTube has long been known for unboxing videos, tutorials,
and reviews.
But it is also a place for people to discover and learn
more about products while also being entertained.
According to a Google and Talk Shoppe study,
96% of Indonesian viewers agree that YouTube creators
give recommendations that they can trust
and that YouTube is the number one video platform in helping
Gen Z decide what to purchase.
Our creators and their viewers have
developed a long-term relationship which
makes the audience loyal to the YouTube platform,
and that builds trust.
YouTube is continuing to help brands and retailers be more
shoppable with our Creator2Cart solution,
and you can find out more about it at our sandbox area outside.
Last but not least, YouTube does not only impact online sales.
With the latest Nielsen MMM studies in Indonesia,
we see that 89% of YouTube campaigns
drove an increase in offline sales.
In fact, for CPG advertisers specifically, YouTube
delivers 1.5 times greater than total media ROI.
Regardless of long or short, phones or living room,
we need to be where it matters.
It is the content, the connective tissue
of storytelling, and that drives Indonesian people to return
again and again to YouTube.
For the rest of the show, we will explore more examples
from audiences, creators, and brands,
and announce very exciting winners of this year's YouTube
Works Awards.
Woo!
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So please get comfortable on your seat,
lay back, and enjoy the rest of the show.
Thank you so much.
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AZZURA HONG: [NON-ENGLISH SPEECH] Azzura
Hong, Strategic Partnership Manager [NON-ENGLISH]
Indonesia.
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