Cementing #1 Video Streaming Platform Leadership in Thailand, YouTube Expands Full-Funnel Ad Solutions to Drive Seamless Discovery-to-Checkout

• YouTube is the home of trusted creators, with 90% of surveyed Thais ranking it as their most trusted video platform.[1]

• YouTube officially launches YouTube Creator Partnerships in Thailand to simplify and scale brand-creator collaborations.

• YouTube is now shoppable across every screen and format, powered by the Commerce Media Network to connect high-intent shoppers directly from video ads to marketplace checkout.

• Delivering proven full-funnel ROI, YouTube achieves 1.51x higher ROI than Total Media and 1.71x higher ROI than Linear TV.[2]

At the YouTube Works Awards Thailand 2026, YouTube reaffirmed its position as Thailand’s #1 video streaming platform, highlighted the platform’s unique role in turning creator-led connections and culture into growth opportunities for brands. The annual event brought together industry leaders, marketers, and partners to also honor the most creative and effective advertising campaigns on the platform. 

Rafael Scislowski, Country Manager, Google Thailand, said, “Over the past 12 years, YouTube has grown into an unmissable part of daily life in Thailand, evolving into the epicenter of culture, connection, and commerce. Today, we’re living in the YouTube era, propelled by the creativity and multi-format storytelling of Thai creators and the forward-thinking brands and agencies who continually raise the bar for creative excellence that deeply engages audiences, strengthens brand connections, and inspires consumer action that drives meaningful business impact. By bringing together leaned-in viewer attention, enduring creator trust, shoppable solutions across every screen, and the power of Google AI, YouTube provides a uniquely effective ecosystem where passion seamlessly translates into measurable business growth. We remain deeply committed to empowering our creators and brand partners to turn this moment into a new era of growth.”

At the heart of this momentum is a vibrant creator ecosystem that continues to grow from strength to strength. Across every format, a new generation of creators is pushing creative boundaries and connecting deeply with audiences. This growth is underscored by a key milestone: in Thailand, more than 90,000 channels have over 10,000 subscribers[3], alongside an 85% year-over-year growth in YouTube Shorts uploads.[4]

YouTube’s impact in Thailand has shaped the future of video and digital marketing in three areas: Culture, Connection, and Commerce.

• Culture: As the #1 platform for streaming video content, outperforming other online platforms including streaming platforms[5], YouTube connects millions of Thais to their favorite culture-shapers. YouTube has become a true cultural home where Thai viewers and creators connect over shared passions - whether tuning into chart-topping music videos, comedy shows, suspense storytelling or self-care podcasts - with recent data showing that 94% of Thai Gen Z viewers say YouTube has the best content for podcasts[6]

  
  

  There has also been a massive growth in a new entertainment vertical: micro-dramas. YouTube is excited to introduce Shorts Series, a new feature that allows creators to organize their Shorts into structured episodic shows. This enables viewers to easily watch episodes in sequence and discover new shows. For advertisers, this unlocks a powerful opportunity to integrate into the high-engagement storytelling formats their target audiences actively seek.

• Connection: YouTube remains the undisputed home of trusted creators, with 90% of surveyed Thais ranking it as their most trusted video platform, outperforming the competitive average. A key driver behind this connection is its unmatched staying power. 40% of a YouTube video’s total views are generated after its first mont[7], giving content long-term value. To seamlessly tap into this enduring trust and the vibrant creator economy, brands can now leverage YouTube Creator Partnerships which have just rolled out in Thailand. 

  
  

  YouTube Creator Partnerships is a suite of tools that makes it easier than ever for brands to discover and collaborate with YouTube creators. With smart search powered by AI, marketers can find creators by keyword, category, or trend—and view detailed insights like audience demographics and engagement—before reaching out to the creator. It’s a one-stop shop to turn creator collaborations into real business results.

  
  

• Commerce: Because of the deep trust creators build, when it is time to buy, people turn to YouTube. This is true across generations: 87% of Gen Z viewers in Thailand say that YouTube helps them make more confident shopping decisions.[8] Today, YouTube is closing the loop from discovery to checkout across every format and screen. Commerce Media Network connects high-intent shoppers straight from a YouTube ad to a marketplace checkout page. By leveraging real-time shopping insights—like what users are searching for or adding to their carts—marketplaces and brands can serve highly relevant ads to viewers while they watch YouTube. In a recent pilot, NIVEA Thailand utilized a full suite of ad solutions spanning from awareness to conversion, including Commerce Media Network. The approach successfully drove omnichannel growth, driving both 3x in online purchase and a 32% lift in offline sales.

Celebrating the 2026 YouTube Works Awards Thailand Winners

Selected by a distinguished panel of industry experts in partnership with Deloitte, YouTube Works Awards Thailand 2026 winning campaigns showcase a new creative playbook based on multi-format storytelling and a full-funnel approach that transforms engagement into long-term business impact. This year Dettol’s It’s Dettol Time campaign took home the “Best of Thailand” award.

The full list of winners of the YouTube Works Awards Thailand 2026, in partnership with Deloitte, are:

• Best of Thailand:Dettol I It’s Dettol Time

  Agency Partners: SOUR Bangkok and Phenomena

• The Big Bang:Snack Jack Ring I Mother Strike

• Agency Partners: Digital Next Solutions Co., Ltd. and Choojai and Friends

• Multiformat Storytelling:Vivo I vivo V70

  Agency Partners: Initiative Thailand, SOUR Bangkok, and HAPPY ENDING FILM

• Masters of Media:L’Oréal Thailand I L’Oréal Thailand: Scaling an AI-First Media Ecosystem

  Agency Partners: WPP Media Thailand, L’Oréal Internal, and Wavemaker Partners  

• Best of Festive:Dettol I It’s Dettol Time

  Agency Partners:  SOUR Bangkok and Phenomena

• Media Agency of the Year: Digital Next Solutions Co., Ltd.

• Creative Agency of the Year: SOUR Bangkok

• Specialty Agency of the Year: Phenomena 

The top winners of the YouTube Works Awards Thailand will now advance to the YouTube Works Awards Southeast Asia stage with Southeast Asia winners to be announced on October 7, 2026.

[1] Source: Google/Kantar, Future of Video, TH, May 2026

[2]  Source: Commissioned Analytic Edge MMM Meta Analysis 2021-2025. Base: A list of studies selected and compiled by Analytic Edge consisting of all available MMM Studies completed from 2021-2025 in CPG Category in Thailand. Total Studies included N=23

[3]  Source: YouTube Internal Data, TH, Dec 2025

[4]  Source: YouTube Internal Data, TH, Dec 2025

[5]  Source: Google/Kantar, Future of Video, TH, May 2026

[6]  Source: Google/Kantar, Future of Video, TH, May 2026

[7]  Source: YouTube Internal data Global, Jan'24-Jan'26; 2 -Agentio, 2026 YouTube Creator Marketing Playbook, US, Q1 2026.

[8]  Source: Google/Kantar, Future of Video, TH, 2026