Going forward, the video-sharing giant expects mobile-first creators and content being consumed from living rooms to drive the growth of the platform in India
In a survey conducted in May 2023, YouTube found that 69% of respondents expressed their openness to consuming content created by virtual or animated influencers
As per a Statista report, India was the biggest market, in terms of users, for YouTube across the globe, with 46.7 Cr users
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Global video-sharing giant YouTube expects mobile-first creators and content being consumed from living rooms to drive the growth of the platform in India. The statement comes on the heels of YouTube completing 15 years in India.
As YouTube started adding creativity tools to bite-sized video feature Shorts, the platform witnessed hundreds of Shorts and mobile-first creators come to join the platform for the first time, Ishan John Chatterjee, director of YouTube India, said.
It is to be noted that YouTube extended its Shorts to the television screen worldwide last November. YouTube launched Shorts in India in 2020 to tap into the creator economy.
Besides Shorts, YouTube is also seeing the demand of multi-format content among users.
Moreover, YouTube India has also noticed a growing acceptance of AI-generated content among audiences. In a survey conducted in May 2023, YouTube found that 69% of respondents expressed their openness to consuming content created by virtual or animated influencers. Hence, the video major will embrace AI for its next phase of growth.
“YouTube’s journey in the country, in many ways, mirrors India’s own digital transformation journey. 15 years in, YouTube has taken on many avatars as a place of discovery for trends moving the world and a reflection of a curious, connected, and vibrating India that has embraced video as its language,” Ishan John Chatterjee, director of YouTube India, said.
As per a Statista report, India was the biggest market, in terms of users, for YouTube across the globe, with 46.7 Cr users, followed by the US with 24.6 Cr users.
YouTube has been bringing many innovations in the country to capture the creator economy, as well as changing consumer trends. Last year, YouTube piloted shoppable content for viewers in the country. The company also launched a learning management system (LMS) embedded into the YouTube app called ‘Courses’ for content creators.
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