Recently, while observing the market closely, I’ve noticed a fascinating shift in Vietnam’s digital landscape. Alongside the explosion of short-form content on platforms like TikTok, Reels, or Shorts, where users are easily swept away by fleeting, seconds-long clips, another powerful trend is quietly redefining the market: the return of "Intentional Watching."
Vietnamese audiences are now turning to long-form content on YouTube and serialized programs not just to pass the time. They are choosing to immerse themselves in deep storytelling and high-quality content with production standards that rival traditional cinema and television. We are entering the era of Social Entertainment, where platforms become the premier destination for inspirational stories and community connection.
The Professionalization Of The Creator Economy
Vietnam’s creative ecosystem is flourishing, led by a generation of "Premium Creators." These are no longer amateur hobbyists but professional studios producing programs capable of directing the cultural zeitgeist:
- Honoring Cultural Values: Channels like Am Thuc Me Lam or Khoai Lang Thang have elevated Vietnamese heritage through cinematic visuals, earning respect even from international audiences.
- Intellectual Dialogues: Podcast series like Have A Sip on Vietcetera have turned long-form conversations into a weekly "viewing ritual" that is indispensable for young intellectuals and professionals.
- Mass Entertainment 2.0: Large-scale reality shows like Anh Trai Say Hi, Vuot Ngan Chong Gai, or most recently, the Gia Dinh HaHa phenomenon, prove that long-form content is now the main stage for Vietnam’s biggest entertainment events, nurturing massive and highly engaged fan communities.
Connection Via The Big Screen: When YouTube Returns To The Living Room
In recent years, the "Mobile-first" trend dominated the conversation, inadvertently distracting us from a powerful space of connection. This space holds not just content value but premium emotional value, providing the deepest experience for tens of millions of Vietnamese users. Will users spend all their time on vertical screens, or have they recognized and returned to the depth and strength of a shared connection?
By 2026, YouTube’s reach in Vietnam has become more comprehensive than ever. With over 62 million users, the platform is an inseparable part of daily life. A key driver of this growth is the boom of Connected TV (CTV). Families and groups of friends are gravitating back toward the "big screen" in the living room to watch YouTube together, blending the comfort of traditional TV with the diversity and autonomy of digital content.
Opportunities For Brands: Building Engagement Through Real Value
For brands looking to grow in the Vietnamese market, YouTube offers a unique space to move beyond mere impressions and build genuine Brand Love. The focus has now shifted toward Integrated Storytelling:
- Elevating the Experience: Successful brands are becoming part of the content’s value proposition—partnering with in-depth documentaries or educational series that audiences truly appreciate.
- Engagement Overreach: The Vietnamese "Netizen" is incredibly active. When a brand supports a creator they love, the community often rewards that brand with high engagement and positive sentiment in the comments.
- Celebrating Vietnamese Identity: Today’s audience has a strong preference for "Made in Vietnam" stories. Brands that align with cultural milestones and local creators tap into a powerful sense of national pride.
Towards a Collaborative Future
The future of media in Vietnam is one of partnership and expansion. YouTube provides a vast canvas for creators, brands, and audiences to connect in ways never seen before. By participating in this high-quality, long-form ecosystem, brands are doing more than just advertising, they are becoming a memorable part of the viewer’s daily entertainment ritual.
