Product placements in streaming platforms is the new hot thing for ads

Product placement in streaming shows and films can leave a stronger impression than traditional ads—when done right.

Watching on your own schedule has become the new norm for entertainment. According to a study by Google in 2025, 76 percent of Filipinos use their smartphones to watch online shows on streaming platforms like YouTube, while 54 percent say they use their TV sets to watch in these online streaming platforms. For these Filipinos, watching shows on streaming platforms is equivalent to watching TV. 

This shift in viewing habits is reshaping how brands reach audiences. Traditional TV commercials are no longer the only way to make an impact. Increasingly, marketers are turning to product placement in streaming shows and films, where a product isn’t just advertised—it becomes part of the story, creating a more memorable connection with viewers.

This approach is at the heart of a new partnership between digital marketing agency Innovation ONE and VIU, the streaming platform known for Asian content from South Korea, China, Japan, Thailand, Indonesia, and the Philippines. The collaboration aims to help brands find meaningful ways to integrate their products into VIU’s original shows, rather than inserting them awkwardly or obviously.

Streaming viewership has been climbing globally, with many experts calling it the new prime-time stage. This trend is particularly pronounced in the Philippines, where viewers are shifting from traditional TV to on-demand content they can access at any time. For brands, the switch is an opportunity to meet consumers where they already are, in environments where engagement and attention are higher.

A lasting mark

Product placement, when done right, leaves an imprint that lasts. Unlike conventional commercials, which viewers may skip or tune out, seeing a product woven naturally into a storyline taps into emotional resonance. But achieving such effect requires finesse. As Vicente Sy-Quia, head of VIU Philippines, notes, the key is balance.

“Brands don’t want it to feel forced, and neither do viewers,” Sy-Quia said during the launch of the partnership. “The more organic and natural it feels, the better it is for both sides.”

The type of show also matters. Raphael Layosa, managing director of Innovation ONE, says genre alignment is critical: some products shine in rom-coms, others in family dramas, and some fit seamlessly into action series. Beyond placement, the data behind audience preferences drives decisions.

Where the audience is

“We can deliver insights to brands, showing whether their consumers respond more to family-oriented narratives or rom-com angles,” Layosa said. “This allows campaigns to resonate more deeply, enriching communications with context that matters.”

The VIU–Innovation ONE partnership demonstrates a growing business principle: brands must be where their audience is. In a market like the Philippines, one of the most digitally connected countries in Asia, ignoring streaming platforms means missing out on both exposure and influence. Product placement is creative as much as it is strategic. For brands willing to invest in thoughtful, well-integrated campaigns, it’s a chance to elevate image, drive sales, and build long-term consumer engagement.

 

 

While the tactic isn’t new, many integrations have historically felt forced, which weakens their impact. But as streaming pulls ahead of traditional TV, embedded storytelling is gaining traction as an advertising tool. 

 

 

 

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