When YouTube officially launched its localized domain in Vietnam back in 2014, it was still a relatively untapped territory. But for Uyên Lê—who has been with YouTube since the very beginning and now serves as Country Lead of Video & Media Sales for Google in Vietnam and the Philippines—it marked the start of a journey to build not just a content platform, but a cultural ecosystem.
From Cat Videos To Cultural Hub
YouTube’s growth in Vietnam has mirrored the evolution of digital content. What started as a place for quirky, user-generated clips—think funny cat videos—has grown into a cultural center, as Uyên puts it. A place where users don’t just watch, but create, engage, and influence trends.
“In the early days, YouTube was mostly short, entertaining clips,” Uyên explains. “Today, we’re seeing TV-like programming—livestream concerts, reality shows, live sports—drawing millions of concurrent viewers.” Case in point: the AFF Cup final, which gained over 5 million live viewers on YouTube.
That kind of scale isn’t built on hype alone. According to Uyên, it comes from staying rooted in what YouTube does best: long-form storytelling and meaningful content.
YouTube Shorts: Not Just For Scrolling—But For Living the Trend
As short-form video platforms like TikTok, Facebook Reels, and Instagram rise in popularity, YouTube hasn’t seen this as a threat but a push to evolve. The result? YouTube Shorts, a strategic response tailored to younger audiences' viewing habits.
What sets Shorts apart, Uyên explains, is its deep connection to YouTube’s broader ecosystem.
“You can start with a quick clip on Shorts, then jump to a longer video, or dig deeper into related topics—all within the same platform. No one else does that.”
Take the music video “Bắc Bling” by Hòa Minzy. It didn’t just go viral. It sparked remix trends, dance challenges, and makeup tutorials that lasted far beyond the initial release. That longevity, says Uyên, is a reflection of YouTube’s unique multi-format platform and strong community ties.
Four Behaviors, One Community-Built Strategy
According to Uyên, YouTube supports four core user behaviors—and no other platform combines them quite like this:
- Passive viewing, like traditional TV—ideal for longer, in-depth content
- Feed scrolling, through Shorts—quick, entertaining, and interactive
- Active searching, for tutorials, how-tos, language learning—supercharged by Google’s search power
- Instant shopping, via YouTube Shopping—where “watching to learn” becomes “watching to buy”
“People come to YouTube and have in mind many different things they want to watch,” Uyên says, “but they stay for a long time. And that’s very different from most other platforms.”
What binds all of this together is community.
From OG creators like JVevermind to rising talents like Quỳnh Thi, from Độ Mixi’s loyal fanbase to English learners following Khánh Vy, YouTube in Vietnam is home to thousands of microcultures—each with its own universe of users and creators, bonded through shared content.
It’s the enduring connection between creators and viewers, among users themselves, and between communities and content that gives YouTube a real advantage in the ever-growing content space.
Smart Advertising: Where AI Builds Not Just Efficiency, But Trust
With its diverse formats and real human communities, YouTube isn’t just an ad space—it’s where brands are seen, trusted, and remembered. While some marketers once found YouTube “complex” due to its rich variety and user behavior, it remains a top choice for serious, long-term campaigns.
Thanks to Google’s AI integration, brands can now automate content delivery, adapting to user behavior and campaign goals in real time. Just one original video can be repurposed across formats, targeted to the right audience, at the right moment—whether to drive reach, engagement, or conversions.
And YouTube’s AI doesn’t stop at optimization. It also protects.
With advanced content screening based on community guidelines, YouTube automatically excludes sensitive or inappropriate content like violence or polarizing politics—ensuring brand safety. From real communities to real trust, and now real optimization tools, YouTube isn’t just a platform for ads. It’s where people can build brands that last.
YouTube: Not Just a Video Platform, But a Digital Culture Space
With 95% of Vietnamese internet users on YouTube, and seamless integration of long-form, short-form, and livestream formats, the platform is cementing its role as an irreplaceable part of Vietnam’s digital life.
Music videos, vlogs, classes, talk shows, news, sports streams, product reviews, and premium ad spaces—when all of this lives in one place, it’s no longer just a video platform. It’s a cultural universe, with its own identity, community, and voice.
Uyên Lê, speaking with Vietnam Innovators, makes it clear: YouTube’s goal in Vietnam is not to become another TikTok but to go deeper. YouTube want to become the space where creativity grows, where communities thrive, and where young creators not only entertain but belong to something greater.
Watch the full Vietnam Innovators episode here:
Thank you to Google Vietnam for partnering with Vietnam Innovators.
Vietnam is one of the fastest-growing digital economies in Southeast Asia. By establishing a strong presence in the country, Google aims to provide a platform for businesses to promote their products and services through a wide range of advertising formats—including search ads, display ads, and shopping campaigns.
Now, through its collaboration with Vietnam Innovators Digest, Google is offering in-depth insights into the broader digital landscape of Vietnam—from apps and games to e-commerce—while showcasing how businesses can achieve sustainable growth through Google’s advanced advertising and technology solutions.