Google Vietnam Chief: Local Creators Capturing Global Audiences with Multi-Format Strategy

Marc Woo, the chief of Google Vietnam, highlighted the growing global influence of Vietnamese creators at the YouTube Festival in Ho Chi Minh City. YouTube's penetration in Vietnam now reaches 93% of internet users, with over 180,000 domestic channels having more than 10,000 subscribers. Crucially, international viewers account for over 50% of the total watch time on Vietnamese channels. Woo asserted that even in an era where generative AI can summarize full videos instantly, the importance of long-form content is far from over. He noted that audiences are actively returning to deeper narratives. Viewership on connected television screens is surging in Vietnam, with over 30 million adult viewers accessing YouTube through living room TV sets by April. Shorts and full-length videos serve distinct human moments rather than competing against each other. Shorts are ideal for quick updates on the go, while long-form video delivers immersive, rich narratives, such as a 4K documentary on Son Doong Cave viewed on a living room screen at night. Woo views AI as a powerful creative accelerator, not a replacement for human vision, encouraging creators to leverage AI tools to boost productivity. Intense market competition is healthy and drives continuous platform improvements. YouTube maintains its dominance in Vietnam through three core pillars: culture, connection, and commerce. Culturally, YouTube acts as a two-way bridge, exporting Vietnamese identity globally and importing international perspectives. In terms of connection, interactive comment feeds build direct, authentic bonds between creators and their communities. Commercially, Vietnamese consumers heavily rely on YouTube reviews before making significant purchases, with creators serving as trusted advisers. Amidst evolving global regulations on data security and content accountability, Woo views policy adjustments as legitimate. He stressed the essential nature of user safety due to the rapid advancements in AI. Google collaborates closely with Vietnamese agencies, rolling out AI disclosure labels, strengthening parental tools, and enforcing community rules. YouTube Shopping operates as a curated affiliate network with strict vetting, protecting consumers from counterfeit goods and misleading claims. To transform this viral momentum into an enduring export business, Woo outlined three essential priorities. First, creators must adopt a flexible multi-format strategy, utilizing bite-sized Shorts for mobile commuters, desktop clips for office breaks, and cinematic long-form videos for living room TV streaming. Second, language barriers should be dismantled through AI-assisted translation, localized voice dubbing, and multilingual subtitles. Finally, creators should fully monetize viewer intent through YouTube Shopping, enabling seamless purchases for viewers. Source: vnexpress.vn