The Myth of Digital Dominance: Why ABS-CBN Is Not the Sole Digital Leader — and How GMA Successfully Transitioned Online

For years, a common narrative has persisted in Philippine media discourse: that ABS-CBN dominates digital, while GMA remains primarily a traditional television broadcaster.

This perception was understandable in the immediate aftermath of ABS-CBN’s 2020 shutdown, when the network rapidly pivoted online and built a strong YouTube and social media presence. However, by 2024–2026, the Philippine digital media landscape has evolved significantly.

A closer look at available data shows that digital leadership is now far more competitive — and in several domestic metrics, GMA has already caught up or even overtaken ABS-CBN.

This article examines the misconception of ABS-CBN as the undisputed digital leader and explains how GMA successfully transitioned into a major digital media powerhouse.

The Origins of the “ABS-CBN Digital Leader” Narrative

The belief that ABS-CBN dominates digital emerged primarily after the network lost its broadcast franchise in 2020. Forced off free-to-air television, ABS-CBN aggressively expanded:

• YouTube distribution
• Facebook livestreaming
• Global streaming via iWantTFC
• Content licensing partnerships

The strategy worked. ABS-CBN built one of the largest digital media ecosystems in Southeast Asia.

For example:

• ABS-CBN Entertainment generated 72.4 billion YouTube views and 526 million engagements in 2025, leading Philippine media on the platform. 
• Its YouTube channel surpassed 54 million subscribers, making it the most subscribed media channel in Southeast Asia. 
• Across platforms, ABS-CBN maintained roughly 300 million combined Facebook followers across its network pages. 

These achievements reinforced the perception that ABS-CBN had become the country’s digital leader.

However, focusing only on ABS-CBN’s metrics without comparing them to competitors created a distorted view of the overall landscape.

The Overlooked Reality: GMA’s Digital Expansion

While ABS-CBN received attention for its digital pivot, GMA quietly executed one of the most effective digital transitions among Southeast Asian broadcasters.

By 2024–2026, multiple datasets showed GMA either matching or surpassing ABS-CBN in several key digital indicators.

Massive Cross-Platform Video Views

As of end-2025:

• GMA’s official creator properties accumulated 74.4 billion total video views across platforms. 
• These included:
  • 35.1 billion Facebook views
  • 26.3 billion TikTok views
  • 10.4 billion YouTube views
  • 2.6 billion Instagram views 

This scale demonstrates that GMA’s digital reach now rivals major regional media networks.

Earlier cross-platform comparisons already showed this shift.

In one 2024 dataset:

• GMA generated 27.7 billion video views year-to-date, surpassing ABS-CBN’s 23.7 billion. 
• Monthly comparisons also showed GMA outperforming ABS-CBN in total video views across Facebook, TikTok, and YouTube. 

These figures challenge the idea that ABS-CBN holds undisputed digital leadership.

YouTube: A Split Leadership

YouTube — the most important video platform in the Philippines — shows a more nuanced picture.

ABS-CBN Strength

ABS-CBN remains dominant in:

• Entertainment YouTube views
• Subscriber counts
• Global Filipino diaspora audience

Its flagship entertainment channel alone produced 72.4 billion views in 2025. 

GMA Strength

However, GMA has made significant gains:

• GMA channels have surpassed ABS-CBN in total monthly YouTube views during multiple periods. 
• GMA Integrated News recorded significantly higher YouTube views than ABS-CBN News in several datasets. 
• Public affairs and drama content have driven sustained engagement. 

This means YouTube leadership is now split:

• ABS-CBN dominates entertainment and the global audience
• GMA competes strongly in domestic engagement and news

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News and Website Traffic: GMA’s Strong Position

Digital news consumption in the Philippines is massive, with 97% of internet users consuming news online. 

In this environment, GMA has built a powerful digital news presence.

Key indicators:

• GMANewsOnline experienced a 67.7% year-on-year increase in traffic, reaching millions of users. 
• GMA’s websites and news channels consistently rank among the country’s most visited. 
• GMA Integrated News often leads YouTube news viewership. 

These metrics show that in domestic digital news, a crucial influence category, GMA is highly competitive and often leading.

Social Media: A Competitive Duopoly

Across social media platforms:

ABS-CBN strengths

• Largest combined follower base
• Strong entertainment virality
• Massive diaspora reach
• High engagement from fandom communities 

GMA strengths

• Consistent domestic engagement
• High video output volume
• Strong news and public affairs sharing
• Large TikTok and Facebook view counts 

The result is not a single digital leader but a competitive duopoly.

Why the Misconception Persists

Despite data showing competitive parity, the perception of ABS-CBN as a digital leader persists due to:

1. Legacy brand perception

ABS-CBN historically dominated the Philippine media for decades, shaping public perception even after market shifts.

2. Early digital pivot visibility

Its rapid online transition post-shutdown received global media attention.

3. Global diaspora reach

ABS-CBN still leads internationally among overseas Filipinos, reinforcing its digital reputation.

4. Fragmented measurement

Different metrics (YouTube subscribers vs. total views vs. website traffic) produce different “leaders,” allowing selective narratives.

The New Reality: A Two-Player Digital Ecosystem

Available data suggests that Philippine digital media leadership is no longer monopolized by one network.

Domestic digital reach (Philippines)

GMA and ABS-CBN are essentially co-leaders, with GMA holding strong positions in:

• News traffic
• Domestic video views
• Public affairs engagement

Global Filipino reach

ABS-CBN retains an advantage, especially in:

• Overseas audiences
• Entertainment fandoms
• International distribution

Conclusion: From Single Leader to Digital Duopoly

The idea that ABS-CBN is the sole digital leader in Philippine media is increasingly outdated.

Evidence shows:

• GMA has successfully transitioned into a major digital media powerhouse
• Cross-platform video views often favor GMA
• Domestic news and website traffic strongly favor GMA
• ABS-CBN still leads in global Filipino digital reach and entertainment engagement

Rather than a single dominant player, the Philippine digital media landscape has evolved into a competitive duopoly between ABS-CBN and GMA.

The real story of Philippine media today is not about one network dominating digital — but about two major networks reshaping themselves for a digital-first future.