At this year’s YouTube Works Awards, the platform announced significant growth in Malaysia.

YouTube reached over 20 million people in Malaysia ages 18+ in June 2024 alone, representing more than 90% of Malaysia's online population. As a home to quality content and deeply engaged audiences, YouTube watch time in Malaysia also grew by over 10% year over year in June 2024 vs 2023.

According to a study commissioned with Nielsen, YouTube is one of the most effective media channels for advertising. On average, it is 1.31 times more effective than linear TV and 1.83 times more effective than other digital platforms.

“Malaysians come to YouTube because they can access content in multiple formats. They can start their exploration journey with short-form content and then go deeper with long-form videos, from ten seconds to one hour on the same topic and everything in between,” said Loh Ben Jern, Country Video Lead, Google Malaysia. “In short, YouTube is engaging for fans, effective for brands.”

YouTube empowers a thriving content creator economy 

The thriving YouTube creator community in Malaysia has also seen remarkable growth. The number of Gold Creator Award recipients has surged from just 3 in 2016 to over 130 in 2024. Additionally, Malaysia welcomed its newest Diamond Creator, Siow Wei (im_siowei), who reached a milestone of 10 million subscribers. YouTube’s global reach has played a crucial role in Siow Wei’s success, with her audience spanning across the globe.

“The deep connection between fans and creators on YouTube has fostered a highly engaged audience. YouTube’s unique viewing metrics ensure that advertisers are reaching users who are genuinely interested in their content. 

“YouTube’s AI-powered solutions have also been instrumental in helping businesses achieve their marketing goals. Brands can now leverage tools like Video Reach Campaigns, Video View Campaigns, and Demand Gen to drive views, reach, demand, and sales. These tools help marketers save time, improve their ROI, and create more effective campaigns,” added Ben.

YouTube Works Awards recognizes top campaigns

Now in its ninth year, the YouTube Works Awards, in partnership with Kantar, celebrated the most outstanding YouTube campaigns of the year. The winners showcase the innovative ways brands are leveraging YouTube to connect with audiences and achieve their marketing goals. These local winners have advanced to the final Southeast Asia round, where SEA winners will be determined:

• Best of Malaysia

• GXBank Malaysia - It All Starts With A Pocketful of Dreams

• Best of Google AI

• Maxis - Magic At Home

• Brands & Creators

• McDonald’s Malaysia - Vibe Kopi Susu Blending Coffee & Culture

• Masters of Media

• McDonald’s Malaysia - Prosperity Burger

• Best of Festive

• RHB Bank - Forgiveness

• The Big Bang

• GXBank Malaysia - It All Starts With A Pocketful of Dreams

• The Long & Short

• Aiken - Shine Bright this CNY 2024

• Force for Good

• Dumex Dugro - Building an Iron Strong Generation

• Best Brand Story 

• ZUS Coffee - ZUS Coffee Buatan Malaysia

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