Recent YouTube data confirms this momentum. The video platform now reaches 93% of internet users in Vietnam. Over 180,000 domestic channels boast more than 10,000 subscribers. Crucially, international viewers now account for over 50% of the total watch time on Vietnamese channels.
Speaking on the sidelines of the YouTube Festival in Ho Chi Minh City, Woo broke down shifting habits. He addressed the debate between short feeds and long-form video, while offering actionable advice for local creators.
The Enduring Power of Long-Form Video
Generative AI can now summarize full videos in seconds. Yet Woo insists the era of long-form content is far from over. In fact, audiences are actively returning to deeper narratives.
In Vietnam, viewership on connected television screens is surging. By April, YouTube reached over 30 million adult viewers through living room TV sets.
Shorts and full-length videos do not compete against each other. Instead, they serve distinct human moments. Shorts offer quick updates on the go. Long-form video delivers an immersive, rich narrative. A viewer might browse Shorts during a quick commute, but they prefer a stunning 4K documentary on Son Doong Cave on their living room screen at night.
How Artificial Intelligence Empowers Storytellers
Woo views AI as a powerful creative accelerator, not a replacement for human vision. Globally, 80% of viewers regularly return to specific creators. They seek genuine points of view, authentic styles, and lived experiences.
Features like “Ask YouTube” help users navigate content faster without shrinking view time. Woo encourages creators to use AI to boost daily productivity. A creator can produce a high-fidelity video, then deploy AI tools to extract multiple short-form clips effortlessly.
Prioritizing Digital Well-Being for Youth
Continuous short-video scrolling may boost platform metrics, but Google prioritizes user welfare above all else. For YouTube, meaningful time on the platform outweighs sheer screen minutes.
As a father of two young boys, Woo treats screen time for teenagers as a vital responsibility. YouTube does not rely on generic recommendation engines for younger audiences. The company developed its Quality Principles for Youth with independent child psychologists and pediatric experts.
The platform includes automatic bedtime alerts and break reminders for teens under 18. Parents also receive flexible control tools. They can easily set daily limits on short video feeds, or even turn them off completely.
Marc Woo addresses the audience on stage at the YouTube Festival in Ho Chi Minh City
The Three Pillars of the YouTube Era
Intense market competition is healthy because it drives continuous platform improvements. Despite crowded choices, YouTube still reaches 93% of Vietnamese web users. Woo attributes this dominance to three core pillars: culture, connection, and commerce.
Culturally, YouTube acts as a two-way bridge. It exports Vietnamese identity to the world while bringing international perspectives home.
In terms of connection, interactive comment feeds build direct, authentic bonds between creators and their communities.
Commercially, Vietnamese consumers rely heavily on YouTube reviews before making significant purchases. Creators now serve as trusted advisers, bridging the gap between content and commerce.
Adapting to Evolving Digital Governance
Governments worldwide are updating laws around data security and content accountability. Woo views these policy adjustments as entirely legitimate. The ongoing AI revolution moves far faster than earlier tech shifts, making user safety essential.
Google coordinates closely with Vietnamese agencies. The company rolls out AI disclosure labels, strengthens parental tools, and enforces community rules. Teams routinely identify and remove millions of policy-violating videos while upholding rigorous internal standards.
Safeguarding Social Commerce Quality
Internal surveys reveal that 82% of users are willing to buy items endorsed by creators. While commercial integration feels natural, YouTube maintains strict monetization safeguards.
Channels cannot simply upload videos and earn revenue instantly. Creators must fully comply with YouTube Partner Program requirements and advertising policies.
In Vietnam, YouTube Shopping operates as a curated affiliate network. Only qualified creators can tag approved merchandise from vetted commercial partners. This closed system protects consumers from counterfeit goods and misleading product claims.
Scaling Content into a Global Export Industry
International viewers now generate over half of all watch hours on Vietnamese channels. Woo credits this rapid global pull to original, human-centric storytelling rooted in deep cultural pride.
To transform this viral momentum into an enduring export business, Woo highlights three essential priorities. First, creators must adopt a flexible multi-format strategy by deploying bite-sized Shorts for mobile commuters, desktop clips for office breaks, and cinematic long-form videos for living room TV streaming. Second, teams should dismantle language barriers through AI-assisted translation, localized voice dubbing, and multilingual subtitles rather than publishing solely in Vietnamese. Finally, creators should fully monetize viewer intent through YouTube Shopping, allowing fans watching an outdoor vlog to purchase featured gear with a single click.
(Source: vnexpress.vn)
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