Southeast Asia's creators turn cameras into careers, driving new digital economy
Latest data from YouTube shows that more than 7,600 creators across six Southeast Asian countries, including Malaysia, now have over a million subscribers, while over 77,000 channels have surpassed the 100,000-subscriber mark.
SHAH ALAM – From household kitchens to makeshift studios, a growing number of Southeast Asians are turning to online video platforms like YouTube to build careers, influence consumer habits and tap into new streams of income.
Latest data from YouTube shows that more than 7,600 creators across six Southeast Asian countries, including Malaysia, now have over a million subscribers, while over 77,000 channels have surpassed the 100,000-subscriber mark.
This surge shows how digital creativity has become a viable form of livelihood, especially for younger Malaysians and others in the region seeking alternatives to traditional employment paths. For many, content creation now goes beyond passion, it’s a means of economic participation.
One such example is Vietnamese creator Mai Trinh Hồ, who reportedly saw her channel earnings increase fivefold after participating in YouTube’s affiliate-linked shopping features.
In Thailand, creator Jagat Review said nearly half of his channel's income in late 2024 came from integrating product links into videos.
YouTube says these developments are part of a broader trend known as 'video commerce', the fusion of content and e-commerce, which now accounts for 20 per cent of Southeast Asia’s e-commerce sales, up from just 5 per cent two years ago.
But beyond the numbers, what’s emerging is a new type of marketplace, one built on trust between creators and their audiences.
Google vice president for Southeast Asia Frontier Sapna Chadha said users were 98 per cent more likely to trust the recommendations of creators on YouTube compared to other platforms
"This trust translates into purchase confidence, with YouTube driving almost four times greater purchase intent than other social media platforms in the region.
"Even amidst the sheer volume of content, YouTube's emphasis on rich, high-quality content allows brands to convey their identity and purpose effectively, fostering long-term partnerships based on shared values with creators," she said in a statement.
To meet this demand, YouTube has expanded its shopping integration across the region through a partnership with Shopee, allowing creators to tag products directly in their videos.
The service has rolled out in Malaysia and five other Southeast Asian countries, with more than half of eligible creators signing on in some markets.
Yada Sarttarasathit, L’Oréal Thailand’s Chief Digital Officer, said creators help the brand 'craft campaigns that are relatable and rooted in authenticity', bridging gaps between luxury and everyday consumer needs.
At the same time, viewers are increasingly watching YouTube on their televisions. In Southeast Asia alone, the platform reaches 79 million viewers on connected TVs (CTV), a shift that is changing how creators produce content and how brands advertise.
For many creators, this evolution means navigating new formats like livestreams and Shorts, while adapting content for family viewing on larger screens.
YouTube’s growing influence in the living room has led advertisers to turn to the platform to boost reach, in some cases reporting double-digit jumps in campaign impact.
But behind the strategies and tech integrations is a broader cultural shift: the rise of a new digital middle class built on storytelling, self-branding and audience loyalty.
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