New Delhi: YouTube has solidified its position as the leading streaming platform on Connected TVs (CTVs) in India, with a staggering fourfold increase in viewership over the past three years. This revelation was made by YouTube CEO Neal Mohan during his maiden visit to the country since assuming the role in February 2023.
Addressing the annual YouTube Brandcast event in Delhi, Mohan highlighted the platform’s metamorphosis into a prime television destination. The number of top creators garnering the majority of their watch time on the big screen has witnessed an astonishing 400% surge in the last three years. This underscores YouTube’s ability to foster a thriving ecosystem for creators to produce engaging content that resonates with audiences.
India has emerged as a hotbed for content creation, with over 11,000 channels boasting more than a million subscribers—a remarkable 50% year-on-year growth. Mohan emphasized the pivotal role of Indian creators in not only sharing their stories but also showcasing Indian culture to a global audience.
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YouTube Shorts, the platform’s short-form video format launched globally in India in 2020, has achieved a monumental milestone of surpassing one trillion views. This underscores the immense impact of Indian content creators on shaping global trends.
Mohan unveiled key statistics during the Brandcast event, including:
- Over 11,000 Indian YouTube channels with over a million subscribers
- A 400% increase in top creators with majority watch time on TV in three years
- YouTube as the most-watched streaming service on CTVs in India
- YouTube Shorts as the most used short-form video platform in India
- 82% of YouTube-connected TV viewers in India preferring YouTube over linear TV
To cater to the evolving viewing habits and advertiser needs, YouTube introduced innovative ad formats for CTV and Shorts. These include interactive stickers and gestures, animated image ads for YouTube Shorts, Pause Ads for non-intrusive engagement, and Branded QR codes for extending reach beyond YouTube.
Mohan also announced significant advancements in AI technology, including the launch of DreamScreen, which enables creators to generate AI-generated backgrounds for Shorts.
“YouTube is where India comes to connect, be entertained, and be inspired,” said Shekar Khosla, Vice-President, Marketing, Google India. “We’re committed to leading the change in TV viewing by providing the best Connected TV experience and creating ad formats that seamlessly connect marketers with their audiences.”
As YouTube continues to dominate the CTV landscape in India, its focus on creator empowerment, innovative ad formats, and AI integration positions it as a frontrunner in the evolving media ecosystem.
