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Growth of vernacular content on YouTube has been phenomenal: YouTube India's Director of Content Partnerships

IBEF:  October 18, 2019

YouTube India is recently looking into different revenue opportunities, as vernacular content creation and consumption is on rise in the country.

Primarily backed by factors like cheap data plans and an increased proliferation of smartphones, youth in India is making use of the Internet, leading to addition of new income opportunities. There are about 460 million Internet users in the country, and in respect of mobile traffic 75 per cent is accounted by videos. 

According to Satya Raghavan, Director Content Partnerships, YouTube India, the company is observing a "phenomenal growth" in content creation in the native languages. At present, the number of YouTube channels that have 10 lakh users have increased to over 1,200 from 16 in 2014. There are about 23 core regional language users and regional content accounts for 95 per cent of video consumption in the country.

The growth in consumption in languages like Telugu, Tamil, Malayalam, Bengali and Hindi is the fastest, witnessing a 100 per cent year-on-year rise.

"Growth of vernacular content has been phenomenal. Watch-time on YouTube has (also) gone up," Mr. Raghavan.

The growth of the Internet is mainly driven by new segments in content, like short comedy clips or news items, education-related videos, home and pet videos.

YouTube India has also added production of 'YouTube Originals'. Recently, there were India-specific productions like 'ARRived', 'Straight Up Punjab' (Punjabi music concert) and 'Off the Page'.

As the regional channels across the platform are gathering similar numbers, YouTube India plans to add more content creators on-board, guaranteeing a steady revenue stream for them.

The main source of revenue for the company continues to be advertiser, the company has also introduced subscription plans through YouTube Music Premium and YouTube Premium, which are ad-free streaming service in India. YouTube platform already has movie rental and purchase plans available for users. The option added recently is the "Super Chat" option which lets content creators interact with fans. 

YouTube also has a merchandise shelf that allows creators to showcase their branded offering. This is available globally and yet to be introduced in India.

Mr. Raghavan added, "We are constantly innovating."

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.