Business

India becomes YouTube’s largest and fastest growing market

With substantial growth in India’s internet coverage and data growth, the country has become YouTube’s largest and fastest growing market with 265 million Indians watching the video-sharing website every month.

Confirming the development, Susan Wojcicki, CEO, YouTube said, “India is now both our biggest audience and one of our fastest-growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they are looking for entertainment or information. It is this incredible variety of content combined with the growing reach that makes YouTube a perfect platform for brands to drive personalised engagement.”

She was in Mumbai to attend YouTube’s annual flagship event, Brandcast. She shared insights into the exponential growth of online video ecosystem and how it was linked to India’s internet growth story.

“In the last one year, YouTube’s consumption on mobile has increased to 85%, with 60% of the watch time coming from outside the six largest metros in India. Today, YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the million subscriber-milestone, compared to five years ago, when there were only two creators,” Ms. Wojcicki added. Mark Patterson, CEO, GroupM Asia Pacific said, “User behaviour has shifted massively to mobile video and therein lies the opportunity for marketers today. With the growth of YouTube in India, it is an amazing time to be a marketer; as you can do full-funnel growth, creative storytelling and cross-channel planning easily.”

Critical touchpoint

Talking about how YouTube had become an integral channel for Bajaj to drive business results, Rakesh Sharma, executive director, Bajaj Auto said, “With YouTube becoming one of the critical touchpoints in the auto user’s path to purchase, it was our go-to platform. With the rich understanding of audience that YouTube provides, we were able to reach the audience effectively, thus releasing a lot of marketing time to do more.”

Underscoring the importance of creating for digital, Ben Jones, global head — Unskippable Labs, Google, said, “Most advertisers have the same problem — how to connect with people that spend all their time on mobile devices. Over 70% of a campaign’s success is influenced by creative. At Google, we have been working over the years to enable the advertising ecosystem to make more engaging brand messages and for that we have extensively engaged with all the stakeholders in the creative ecosystem.”

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Printable version | May 7, 2021 1:16:59 AM | https://www.thehindu.com/business/india-becomes-youtubes-largest-and-fastest-growing-market/article26785428.ece

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