“Indian creators are exporting Indian culture to the world—they’re doing more than just sharing stories,” YouTube CEO Neal Mohan stated on Wednesday at the company’s annual Brandcast event in New Delhi. Recalling that only 11 Indian channels had more than a million subscribers nine years ago when he began at YouTube, Mohan disclosed that over 11,000 Indian channels now have over a million users.
In just three years since its September 2020 launch in India, YouTube Shorts has amassed trillions of views. For Indian customers, it has become one of the most popular platforms. Beyond mobile devices, the online video-sharing platform has become one of the most streamed applications on connected TVs in India over the years, with viewership increasing fourfold in the previous three years.
“Indian creators are producing videos influenced by local trends that shape global culture. YouTube leads in both reach and watch time in India.” We recently achieved a significant milestone: Shorts, initially launched in India, have now garnered trillions of views,” Mohan stated, emphasizing the platform’s success in the Indian market.
The Thriving Creator Ecosystem
In his opening address, Mohan said that the platform’s expansion in India has been supported by the expanding creator ecosystem, making it the most popular ad-supported online video platform in terms of reach and viewership in India. The rapid expansion of Shorts in India demonstrates the platform’s capacity to cater content to the rapidly evolving tastes of Indian viewers.
“At the event, YouTube announced new ad formats to boost user engagement and deliver results for brands, coinciding with the impressive growth of Shorts and Connected TV. For Connected TV, the platform introduced Pause ads, enabling non-intrusive engagement during content pauses on the big screen. Additionally, branded QR codes now extend beyond YouTube to premium broadcasters on OTT platforms via DV360, offering more interactive experiences.”
With time, YouTube has transcended linguistic barriers, becoming the primary communication medium for many Indian internet users. Furthermore, YouTube’s Indian strategy demonstrates its overarching objective of granting everyone a voice. Creators now have a place on YouTube to tell their stories to a global audience. Additionally, they’re building relationships with fans across borders and oceans,” he remarked.
AI and innovation
In his speech, Mohan emphasized YouTube’s dedication to continuous innovation. Encouraged by the platform’s remarkable growth, the CEO expressed enthusiasm for future developments, hinting at the integration of generative AI capabilities. Mohan mentioned that the platform has introduced AI tools to enhance human creativity. In July, they launched Dream Screen, a feature that enables users to create AI-generated backgrounds for shorts by simply typing an idea.
