Google has released new figures showing that content produced by Vietnamese creators on YouTube is gaining significant traction among international audiences, with more than 50% of total watch time coming from viewers overseas. The platform currently reaches 93% of internet users in Vietnam every day.
On September 16, Google held its first-ever YouTube Festival in Vietnam, bringing together more than 700 content creators, business leaders, marketers and partners to celebrate the “YouTube Era” in Vietnam.
According to Google, YouTube currently reaches 93% of internet users in Vietnam each day, maintaining its position as the country’s No. 1 video-viewing platform, ahead of other online and video-streaming platforms in the market.
Google also said that more than 50% of the total watch time for content produced by Vietnamese channels comes from international audiences. Notably, more than half of all videos uploaded by local creators attract viewers from outside Vietnam, indicating that the “export” of Vietnamese content is taking place on a broad scale rather than being limited to a handful of individual channels.
According to Google, this growing reach is helping strengthen the YouTube ecosystem in Vietnam, which is built on three key pillars: culture, connection and commerce.
On the cultural front, YouTube has partnered with the Ministry of Culture, Sports and Tourism to promote the “Vietnam: Travel to Love” initiative. Through the initiative, YouTube has served as a global springboard for creators such as Quy Nhon Tourist, a channel showcasing Vietnam’s natural landscapes, and Ninh Tito, which promotes Vietnamese cuisine to audiences around the world.
Marc Woo, General Manager of Google Vietnam, emphasized the role of content creators in showcasing Vietnam to the world.
When creators share their passions, their content not only connects communities at home and brings Vietnamese identity to international audiences, but also creates measurable business value for brands, he said.
Google also said that Vietnam now has more than 180,000 YouTube channels with over 10,000 subscribers. The number of Shorts videos uploaded has increased by more than 100% year on year, reflecting a growing trend among local creators to diversify their content formats.
Notably, content on YouTube has a longer lifespan compared with many other platforms: 40% of a video's total views occur more than 30 days after it is uploaded, allowing content to continue generating value and engagement over an extended period.
Google translate