More than half of Filipinos now buy something online every week, while over two-thirds pay for digital content monthly, underscoring how the country has become one of the most digitally active nations in the world, according to the Digital 2026 Report released by Meltwater and We Are Social.
The latest edition of the annual global digital trends study shows that 83.8% of Filipinos are active internet users, placing the country among the most connected in Southeast Asia. The Philippines ranks 12th globally in total internet users, with over 98 million individuals now online.
Filipinos also spend an average of 54 hours per week consuming digital media, the second-highest worldwide behind Kenya.
They spend more than 20 hours weekly watching online videos, and over 80% use TikTok and YouTube — making the Philippines the top YouTube user country globally.
“APAC remains one of the most dynamic digital regions in the world. Internet and social media usage in several markets consistently outpaces global averages, and audiences are increasingly embracing emerging technologies like AI,” said Mimrah Mahmood, Meltwater’s APAC vice president.
The study also found that 42.4% of Filipinos aged 16 and above use ChatGPT monthly, ranking the country sixth globally and far surpassing the global average of 26.5%.
The Philippines’ high generative AI usage reflects the growing integration of new technologies in daily digital behavior, the report noted.
E-commerce and paid content on the rise
Online shopping continues to thrive in the Philippines, with 56.4% of Filipinos making purchases online weekly, surpassing in-store shopping preferences.
Meanwhile, 67.1% pay for digital content every month, aligning with the global average of 67%.
Social media remains a major driver of brand discovery, with 41.9% of Filipinos finding new brands through social media platforms, mirroring the global shift toward digital-first marketing.
Global milestones: 6 billion internet users, 1 billion AI users
Globally, the Digital 2026 Report highlights several record-breaking milestones:
- 6 billion people are now connected to the internet.
- 5.66 billion social media user identities exist worldwide — equivalent to 68.7% of the global population, a “supermajority” where social media users outnumber non-users two to one.
- Over 1 billion people use generative AI tools monthly, led by ChatGPT’s 800 million weekly users.
“A ‘supermajority’ of the world is now active on social media — this is where brands win or lose,” said Toby Southgate, Global Group CEO at We Are Social. “We’ve moved from a race for reach to a battle for relevance.”
The report shows that while social media users continue to grow, how people spend time online is evolving. The average internet user spends over 2.5 hours daily on social and video platforms, with “filling spare time” emerging as a top motivation for use.
TikTok users spend an average of 1 hour and 37 minutes daily on the app — more than any other platform. Meanwhile, fewer people now use traditional search engines monthly, as AI tools increasingly shape online discovery.
“More people are turning to social media and AI platforms than ever before,” said Alexandra Bjertnæs, chief strategy officer at Meltwater. “For marketers, this is an exciting opportunity to meet audiences where they are today.”
Digital ad spending and streaming surge
Marketers are projected to spend US$1.16 trillion on advertising in 2025, with digital channels taking up nearly three-fourths of that total. Social media ad spending is expected to rise by 13.6% year-on-year to US$277 billion, while online retail ads will reach US$204 billion.
Streaming services now account for over half of all TV viewing time globally (50.4%), further signaling the dominance of online content.
Produced by Meltwater and We Are Social, Digital 2026 is a 700-page global study that analyzes online behaviors, digital marketing trends, and social media use across over 240 countries. It remains one of the most comprehensive annual reports on the global digital landscape. —KG, GMA Integrated News