A new global report confirms the Philippines as a top-tier digital nation, with its citizens ranking among the world’s most active internet and artificial intelligence users. The study, titled “Digital 2026” from Meltwater and We Are Social, tracks worldwide online trends and highlights the country’s significant digital engagement.
The data shows that 83.8 percent of the Philippine population, or more than 98 million people, are active internet users. This places the country 12th in the world for the total number of users. Filipinos also spend an average of 54 hours on the internet every week, the second highest amount globally.
Filipinos have a particular affinity for social media and online video. The country is the world’s leading user of YouTube, with 85 percent of its population on the platform. Additionally, 82.2 percent of Filipinos are active on TikTok. On average, users spend over 20 hours each week watching online videos, the second most time spent globally.
This heavy social media use is changing how people shop. The report found that 41.9 percent of Filipinos now discover new brands through social platforms. This shift is part of a larger global trend where social media has become a more important discovery tool than search engines for younger audiences.
- A Filipino enrolls in AI-related online courses every 9 minutes — Coursera
- PH fixed and mobile Internet speed still lag behind world average — Meltwater
- Pinoys listen to music 126 minutes daily, longest in the world – NRCP study
In a notable finding, the Philippines ranked 6th worldwide in the use of the AI tool ChatGPT. Over 42 percent of Filipinos aged 16 and above reported using it in the past month, a figure much higher than the global average of 26.5 percent. This reflects a rapid adoption of generative AI tools by both individuals and businesses in the country.
The country’s digital economy is also thriving. More than half of Filipinos, 56.4 percent, make an online purchase each week, with most now preferring digital shopping over visiting physical stores. Furthermore, 67.1 percent pay for digital content monthly, matching the global average and signaling a mature market for subscriptions and streaming.
Globally, the report announced major milestones. There are now over six billion internet users and more than 5.6 billion social media user accounts. The study also projects that global advertising spending will reach $1.16 trillion in 2025, with the majority of funds going to digital channels.
An executive from Meltwater noted that we are seeing a profound shift in how people find brands, with social media and AI platforms taking center stage. A representative from We Are Social added that with a “supermajority” of the world on social platforms, a brand’s success now depends on its cultural understanding and its ability to create engaging content.
Source: Meltwater