Why it matters

Forrester’s recent online video forecast predicted social video ad spending in APAC to rise from US$6.7b in 2018 to US$24.6b in 2023. As social video consumption continues to rise exponentially, brands must understand what consumers are watching and create the right content accordingly to maximising chances of success.


  • The people and blogs genre on YouTube is the one of the fastest-growing content genres across major markets in APAC, especially in Indonesia and Australia.
  • Looking at keywords and cross-referencing the amount of available content with engagement levels, can map out content opportunities, which are important in more saturated markets in the region.
  • Of the top 25 YouTube videos for APAC within the travel genre – determined by the most engaging videos – vlog content is the best-performing format with a 30% share of total engagements.