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Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Note: This blog is based on the Global Digital Report 2026 (Digital 2026 Philippines) – produced in partnership with Meltwater and We Are Social. Download the Global Digital Report 2026 for free.

Internet usage statistics in the Philippines

Social media usage statistics in the Philippines

Mobile usage statistics in the Philippines

Digital marketing statistics in the Philippines

What's ahead for social media in the Philippines?

FAQ: Social Media Statistics for the Philippines 2026

The Philippines has a young, consistently expanding population with high literacy and a lower share of urban residents.

A quick snapshot of Philippines' demographics

The Philippines: Population Profile Overview

Total Population: 117 million, reflecting a year-on-year increase of 0.8% (942,000 people).

Gender Distribution: The population is nearly balanced, with females accounting for 50.1% and males for 49.9%.

Median Age: 26.1 years, indicating a significantly young demographic.

Urbanization: 49.1% of the population resides in urban areas.

Population Density: 389.3 people per km².

Household Size: An average of 4.2 residents per household.

Adult Literacy (15+): Exceptionally high at 98.0% overall (97.0% for females and 98.0% for males).

The Philippines is characterized by a young, growing population with a balanced gender ratio. While less urbanized than some regional neighbors, its high literacy rates and widespread English proficiency provide a distinct competitive advantage among developing nations.

Age distribution of Philippines' population

The Philippines has one of the youngest age profiles in the region, with a clear concentration in the under-30 segment.

The country's demographic is led by a massive youth population. Below are the five largest age brackets by share:

The largest segments are concentrated in the 5–19 age range, signaling the rise of Gen Alpha and younger Gen Z. As these digital natives enter their peak years of online activity, brands should prepare for a significant shift in social media behavior and digital consumption. The Philippines continues to offer a "demographic dividend" with a young, tech-savvy population that is shaping the future of the regional digital economy.

The average time spent using the internet in the Philippines is 54 hours.

Below is an overview of internet usage statistics in the country:

Total Internet Users: 98.0 million Filipinos (83.8% penetration rate).

Annual Growth: +0.8% increase, adding approximately 789,000 new users online.

Mobile: 97.8% of users access the internet via smartphones.

Desktop/Laptop: 62.7% of users utilize computers for connectivity.

Time Spent Online: Filipinos spend an average of 54 hours per week (roughly 7.7 hours per day) on connected media.

With near-universal smartphone ownership (98.6%) among internet users, the Philippines is a strictly mobile-first market. This high reliance on mobile devices fuels a massive social media ecosystem, making it imperative for brands to optimize digital campaigns for vertical, mobile-friendly consumption. This hyper-connected behavior positions the Philippines as a primary hub for social commerce, influencer marketing, and digital finance innovation.

What are the main reasons for using the Internet in the Philippines?

Filipino social media usage is shaped by the need to stay connected, find information, and consume video content

Filipino digital behavior is driven by a unique blend of relational connectivity and "infotainment." According to the latest Digital 2026 data, the primary reasons for going online are:

Social Connection (78.3%): Staying in touch with friends and family remains the #1 priority, reinforcing the country's "social nation" status.

Information Discovery (75.5%): A high reliance on online search and AI-assisted queries to find information.

Video Consumption (70.9%): High engagement with short-form and creator-led content.

Self-Education (68.1%): Researching "how-to" content and practical life skills.

News & Current Events (64.4%): Utilizing social media platforms such as Facebook as primary news sources.

Social media platforms like Facebook, TikTok, and Instagram have become central to how Filipinos connect, learn, and unwind. With the average user spending nearly 34 hours per week on social platforms, brands must move beyond traditional ads and embrace creator-led storytelling and social commerce to remain relevant in this high-frequency digital economy.

What are the top types of websites and apps used in the Philippines?

Filipinos spend most of their online time on social networks and messaging platforms, but financial and shopping categories also rank high.

Below are the top types of websites and apps Filipinos use:

98.0% use chat and messaging platforms to stay connected.

91.0% rely on search engines or web portals.

88.5% visit banking, investing, or insurance platforms, which is one of the highest figures in the region for this purpose.

85.0% browse shopping, auctions, or classifieds sites.

Social media statistics in the Philippines show a digital population that integrates communication and financial activity online. A trend to note is the widespread use of banking and investment platforms in the Philippines, pointing to rising financial literacy and awareness in the country. The adoption of apps like GCash complements patterns seen in Philippine social media statistics, where shopping and economic activity now coexist on mobile.

The high share of Filipinos who enjoy ecommerce, browsing shopping and auction sites, shows that this behaviour aligns with a market that is digitally smart yet value-conscious, heavily influenced by what they see online.

Social media usage in the Philippines continues to grow, powered by its young, highly active online population.

Below are the key highlights of social media use in the Philippines:

There are 95.8 million social media user identities in the Philippines.

Social media user identities grew +0.4% quarter-on-quarter, adding +400,000.

Since last year, social media identities increased by +10.3%, or +9.0 million.

Filipinos spend an average of 33 hours and 50 minutes per week (approx. 4.8 hours per day) on social platforms.

Social media user identities represent 81.9% of the total Philippine population.

97.7% of social media users access platforms through the internet on mobile devices.

With 10.3% annual growth, the Philippines' digital environment is an opportunity-rich market. The "always-on" nature of this audience, combined with 97.7% mobile accessibility, means that social media is the definitive channel for brand discovery and consumer engagement. As user identities now represent over 80% of the population, the market has transitioned from "high growth" to "high maturity," where the battle for brands is no longer just about reach, but about cultural relevance and mobile-optimized storytelling.

What's the Meta audience's demographic profile in the Philippines?

Meta’s adult audience in the Philippines is strongest among users aged 25–34, followed closely by the 18–24 segment.

Below are the two key age groups to watch in the Philippines online, based on Meta’s combined ad reach:

Adults aged 25–34 make up the largest share, with 16.9% female and 15.8% male.

Adults aged 18–24 follow, accounting for 15.1% of females and 13.0% of males.

Social media statistics in the Philippines show it is a market where digital behaviour is shaped heavily by Gen Z and younger millennials. This group shapes the country’s digital behaviour, and brands must learn to speak to them using actionable insights. Utilizing social listening to understand what they care about and react to is key to reaching them effectively.

However, we must also exercise caution in interpreting these figures as is, as Simon Kemp notes in Digital 2026: Philippines, “It’s important to stress that Meta’s advertising reach figures are not the same as the active user figures that the company may report in its investor earnings announcements, and they should not be interpreted as such.”

What are the main reasons for using social media in the Philippines?

Research about social media in the Philippines consistently shows how Filipinos are online primarily to stay connected with loved ones.

Below are the main reasons Filipinos use social media:

67.7% are on socials to keep in touch with friends and family, the Philippines' top reason for using social media.

41.5% go online to find content such as articles and videos.

40.4% read news stories on social media platforms.

The implications of social media in the Philippines point to a digital culture where even passive behaviours all circle back to connection. Whether it's scrolling to fill spare time, finding content, reading the news, or seeing what others are talking about, Filipinos share what they discover with friends and loved ones and stay updated together. 

In many ways, keeping in touch acts as the sun for these other behaviours orbit around, shaping a social media environment driven by shared experiences.

Which are the most used social media platforms in the Philippines?

Social Media Statistics in the Philippines [Updated 2026]

BTS is officially back, but according to the data, hype surrounding the massive K-pop group never really left. Though the group went on hiatus in 2022 so that its seven members — Jung Kook, V, Jimin, RM, Suga, Jin, and j-hope — could complete mandatory service in the South Korean military, BTS fan enthusiasm remained strong. 

Our social listening analysis found that since March 2025, the group and its members have generated about 25 million mentions across traditional, digital, and social media channels. About two-thirds of those mentions occurred before January, several weeks ahead of their highly anticipated comeback.

Marked by their new album Arirang, a Netflix-streamed concert in Seoul, and many high-profile media appearances, BTS’s return boosted an already ongoing, global, fan-driven digital phenomenon. Here’s what the numbers reveal about the impact of BTS’s return to the world stage. 

#BTSArmy Drives the Band’s Sustained Visibility

Chatter from BTS fan communities on social media eclipses the band’s media coverage. Over the past year, social and community platforms accounted for over 90% of all BTS mentions, while traditional media contributed only a marginal share. Meanwhile, the group’s fan base, known as the BTS Army or Army for short, achieved about 4.6% SOV in the overall swirl of discussion.

Though BTS was technically on pause for most of the past year, fans still had plenty to discuss and bond over online. First, the June 2025 announcement that the band would reunite drove about a 73% spike in mentions compared to the previous month. Buzz also grew that October, as each of BTS’s members continued their solo music careers and starred in high-profile ad campaigns. 

Jung Kook’s October 2025 Calvin Klein campaign amplified BTS’s visibility ahead of their comeback. This one TikTok from the campaign generated about 6.3 million likes.

In January, the announcement of the 2026 BTS world tour also boosted buzz to 2.38 million mentions that month, or about 9.5% of total conversation over the past year. Finally, the band’s March comeback album, single, and Netflix concert drove about a 15% surge in discussion, driving conversation to levels more than 4.5x higher than March 2025.

Overall, BTS’s comeback generated about 3.59 million mentions, about 14% of the total conversation surrounding them over the past year. So while the group’s return is big news, it is merely raising a massive, ongoing wave of conversation rather than spiking it. 

BTS is known as one of the first K-pop groups to achieve crossover success around the world. Thirteen years after their debut, that widespread success still stands. Japan, China, and the US all had higher volumes of BTS mentions than South Korea over the past year. 

The geographic distribution of BTS conversation speaks to the group’s ability to maintain loyal fan communities outside of in-person shows and appearances. For example, the group’s world tour is not stopping in Mainland China, which, nevertheless, still generated the second-highest volume of BTS mentions. Meanwhile, though the group’s recent Seoul concert reportedly had disappointing attendance figures, South Korea still generated the fourth-highest volume of BTS mentions over the past year. 

For brands and marketers, BTS’s global footprint drives home just how much modern-day audience connection thrives on digital community and activation much more than physical presence. At least for megastars.

Netflix’s social content promoting its BTS comeback concert went viral. The above post generated over 6.2 million likes in less than a week.

Though fans are the driving force behind BTS’s global visibility, brand and platform partnerships helped amplify their comeback. For example, the group partnered with Spotify to promote Arirang with in-app and live experiences. As a result, mentions of the music platform comprised 4.5% of the total BTS conversation over the past year. 

Meanwhile, Netflix exclusively streamed the group’s Seoul comeback concert, drawing 18.4 million viewers. That partnership helped the platform capture about 1.1% of BTS mentions. 

BTS’s comeback speaks to the importance and power of digital fan communities, particularly in the world of entertainment. The group undoubtedly returned to the world stage with a splash, but that success was thanks to its global Army that provided a digital audience, even when IRL ones didn’t materialize.

For marketers, the lesson is clear: lasting impact comes from investing in communities and creating digital moments that audiences can feel part of. Not every brand can achieve BTS-level global domination, but they can cultivate community in big and small ways that make their biggest fans feel seen. 

FAQ: BTS Comeback & Social Listening Insights

What does social listening reveal about BTS’s 2026 comeback?

Meltwater’s social listening analysis of BTS’s comeback shows that the group generated approximately 25 million mentions over the past year, with the majority occurring before their official return. This indicates that fan-driven conversation sustained global interest even during their hiatus.

How much of the conversation around BTS is driven by fans?

According to Meltwater’s social listening analysis of BTS’s comeback, over 90% of all mentions came from social and community platforms, highlighting the BTS Army’s critical role in driving ongoing visibility and engagement.

Which moments drove the biggest spikes in BTS conversation?

Meltwater’s social listening analysis of BTS’s comeback found that key moments—such as the June 2025 reunion announcement, solo member campaigns, the 2026 world tour announcement, and the March comeback events—triggered significant surges in mentions, including a sharp increase leading up to and immediately following their return.

How global is BTS’s online conversation?

Meltwater’s social listening analysis of BTS’s comeback shows that conversation is truly global, with countries like Japan, China, and the United States generating more mentions than South Korea, demonstrating the group’s widespread international fan base.

What role did brand partnerships play in amplifying BTS’s comeback?

Based on Meltwater’s social listening analysis of BTS’s comeback, partnerships with platforms like Spotify and Netflix contributed to increased visibility by integrating BTS into fan experiences, with each platform capturing a measurable share of total conversation.

What can marketers learn from BTS’s comeback?

Meltwater’s social listening analysis of BTS’s comeback underscores that sustained engagement comes from active, digitally connected communities. Brands can learn that building long-term audience relationships and enabling participation is more impactful than relying solely on major campaign moments.

BTS Comeback 2026: Insights on Global Fan Power

In market research, generative AI is no longer just an efficiency tool—it’s becoming a critical lens for understanding how consumers discover, evaluate, and trust brands.

Today, generative AI tools act more like analysts, synthesizing vast amounts of data into actionable insights. And, increasingly, they’re also acting as entry and exit points for gathering information, shaping the answers consumers see before they even click a link.

This shift marks a fundamental evolution: market research is no longer just about analyzing audiences—it’s about understanding how AI interprets and represents your brand.

Understanding Generative AI in Market Research

Why GEO and AEO Now Matter for Market Research

Applications of Generative AI in Market Research

Ethical Considerations in AI-Driven Market Research

Case Studies: Successful Integration of Generative AI

Using Meltwater for Generative AI Market Research

Generative AI is all about creation. It “learns” from patterns in neural networks, then creates new content that resembles the real thing. This process includes:

Neural foundations: This is the giant transformer under the hood that learns relationships between words, images, or other data points by reviewing billions of parameters.

Training: During training, the model ingests mountains of raw data, such as social posts, survey responses, or product reviews.

Inference: In the inference stage, the model uses the training data to generate fresh outputs, such as summaries, mock customer quotes, or even synthetic datasets.

Continuous improvement: These models get smarter as you use them, especially as you feed them new research data, making each output more tailored and on point.

Consumers are increasingly turning to AI assistants like ChatGPT, Gemini, and Perplexity to ask questions like:

Instead of scanning search results, they receive direct answers synthesized from across the web.

This is where Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) come into play.

AEO focuses on optimizing content so it becomes the answer in AI-generated responses.

GEO expands that concept, ensuring your brand is accurately represented across generative AI systems.

For market researchers, this means a new layer of insight: not just what consumers want to know, but how AI interprets and presents your brand.

The rise of AI-driven discovery introduces a new reality:

Consumers increasingly trust AI-generated answers as much—or more—than traditional search results.

AI assistants are becoming a primary entry point into the customer journey. If your brand doesn’t appear in AI-generated answers, you risk becoming invisible—even if your SEO is strong.

AI doesn’t just list options—it interprets and summarizes. That means your brand story is being rewritten in real time based on available data.

How does that influence perception and choice?

With tools that monitor AI outputs, like GenAI Lens from Meltwater, researchers can identify misrepresentation, emerging narratives, or competitive shifts in real time, rather than waiting for lagging indicators.

Generative AI bots assemble and analyze market research data, transforming raw info into marketing magic. ✨

Here are some real-world practical applications of generative AI tools for research purposes.

How AI can enhance current market research practices

The Meltwater Blog

Social Media Statistics in the Philippines [Updated 2026]

BTS Comeback 2026: Insights on Global Fan Power

Generative AI in Market Research: Enhancing Insights and Decision-Making

From Coverage to Insight: How AI Assistants Turn Media Mentions into Strategic Recommendations

Earned Media Value: A Practical Guide for PR Teams

How Polarization Is Reshaping Public Relations in 2026

Top Crisis Communication Tools 2026: Equip Your Team to Handle Any Challenge

How to Track Brand Mentions in Claude AI

AI Visibility for Retail Brands: What It Is & How to Win

Top 10 Influencity Alternatives for Influencer Discovery in 2026

What Are Brand Mentions? Why They Matter & How to Track Them

Gemini AI Brand Mention Tracking: Strategies & Tools