YouTube says its video platform reaches 80 percent of all Internet users across age-groups in India. The announcement comes as YouTube completes a decade in India and ahead of YouTube FanFest event being held in Mumbai.
YouTube shared some insights on its journey in India and it highlighted how deeply interlinked YouTube is to the nation’s Internet growth story. One of the factor that can be attributed to this growth is the availability of affordable data costs. It also helps that smartphone penetration has increased several folds in the past few years and Google’s Android remains the dominant platform in the country.
YouTube says it reached 225 million monthly active users on mobile alone and India remains the fastest growing country for the video service. According to FICCI-EY Report 2018, the total number of users consuming online video is expected to reach 500 million by 2020.
“YouTube has become a powerful platform for users, content creators, and advertisers alike. Huge variety of premium content combined with the growing base and popularity of our creator community – truly differentiates YouTube from all other platforms. For brands, YouTube is now an end to end platform and as per the Dec 2017 ComScore Video Metrix Multi-Platform it reaches 85 percent of all highly engaged Internet users, in the 18 years and above age-group, across India,” said Rajan Anandan, VP South East Asia and India, Google.
YouTube says it has highly engaged audience with 65 percent online video viewers subscribing to channels on YouTube and 85 percent of them go and watch a new video within 2 days of it going live. It says over 50 percent of working women use YouTube for the following categories before the actual purchase: Beauty Products, Automobile, Travel and Real Estate.
It says 7 out of 10 online video viewers choose to watch ads with both sound and video on while 71 percent of online video viewers go first to the platform to watch video to learn something. While viewership remains strong for YouTube, it also shows growing influence of YouTubers in the broader community.
It says 7 out of 10 people relate to YouTubers more than traditional celebrities and 76 percent of male business professionals watching online videos say that “YouTube stars shape and influence culture.” Other stats include 65 percent of online video viewers opinions about a brand are influenced by a YouTuber they follow while over 75 percent of moms’ opinions are influenced by a YouTuber.
“In the last few years, India has emerged as an incredibly dynamic content and user market for YouTube. We now have more than 300 channels with over a million subscribers, from just sixteen channels in 2014. We will continue to invest in programs to support creators and encourage more diversity and distribution of their content. And we’re doubling down on our efforts both on product and advertising to unlock the potential of online video advertising for everyone,” added Robert Kyncl, Chief Business Officer, YouTube.