Report: Philippines hits 98 million internet users as digital behaviour matures

The Philippines is strengthening its position as one of the world’s most connected and digitally empowered markets, according to the newly released Digital 2026: Philippines Report from Meltwater and We Are Social. The findings point to a nation where near-universal smartphone access, creator-driven entertainment, and digital finance are reshaping how Filipinos engage with brands, consume content, and participate in the online economy.

The country now counts 98 million internet users and 95.8 million social media identities, a 10.3% increase year on year, reinforcing its status as one of the world’s most socially active markets. Smartphone ownership has reached 98.6%, making mobile devices the central gateway to communication, discovery, and purchasing.

This level of connectivity is fuelling new habits around social engagement, content creation, and mobile-first experiences. The report notes that these shifts are not only redefining personal communication but also how audiences consume entertainment, information, and commerce.

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Globally, more than six billion people are now online, with over one billion using AI tools monthly. In the Philippines, digital fluency is evident in the country’s growing appetite for video content: Filipinos spend over 20 hours per week watching online videos, twice the time spent on broadcast or cable television.

Streaming platforms such as Netflix, Disney+ and Prime Video continue to gain traction, while creator-led vlogs and influencer content remain deeply embedded in local culture.

Music videos (76.3%), comedic or viral content (58.1%), and influencer vlogs (47.8%) rank among the most consumed formats, highlighting a market that values humour, relatability, and storytelling. For brands, these behaviours reinforce the importance of leaning into cultural cues and creator-driven narratives to stay relevant in a socially powered digital ecosystem.

The growth of eCommerce continues to accelerate alongside the rise of digital payments. More than half of Filipinos make at least one online purchase weekly, with annual spending across electronics, food, and fashion reaching 487.5 billion pesos (US$8.24 billion).

Digital wallets - led by GCash and Maya - account for 39% of online transactions, followed by credit and debit cards at 27%. For a population where almost half remain unbanked, digital wallets have become instrumental in widening financial participation.

Beyond shopping, 88.5% of Filipinos now use digital platforms for banking, investments, or insurance every month. This expansion signals not only convenience but also increased confidence in managing financial activity online. For retailers, particularly those with strong offline footprints, the findings underscore the imperative of building omnichannel strategies that connect digital discovery with in-store experience and trust-building.

“Filipinos have long been recognised as one of the most digitally active nations, and our 2026 data reaffirms that. What stands out this year is how digital behaviour has matured, moving beyond streaming and social engagement, into eCommerce and digital finance. The Philippines is no longer just connected but is empowered by the tools people use every day,” said Mimrah Mahmood, APAC vice president of Meltwater.

The report frames the Philippines’ digital evolution as a shift from simple connectivity to empowered participation. With digital behaviours expanding across entertainment, commerce, and finance, technology is accelerating opportunity, creativity, and inclusion. As brands compete for attention in culture-driven environments, the country offers fertile ground for mobile-first innovation, creator collaborations, and audience-centred experiences.

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