YouTube has become so popular in India that it is one of the biggest markets of Google’s subsidiary. People absolutely love it here in the subcontinent. It has become the prime source of consuming content and people love the idea of watching videos of whatever they like at just the tip of their fingers. This sudden rise of India as a market is because of the Jio revolution and the 4G revolution in India.
It is not a secret that India has the cheapest internet plans on the planet and people use it rigorously without a doubt. The cheapest plan with a billion people is a deadly competition for a content producer like YouTube. YouTube CEO, Susan Wojcicki said that India is not only the biggest but also the fastest growing market in the world.
She said that may it be information or entertainment, YouTube is the first stop for the people in India. India also has 265 million active users every month. The numbers are huge as well as the marketing personnel loves YouTube as a platform to promote their products. The channels make their money from the same.
She 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’re 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 personalized engagement.”
The last year has been even better as YouTube’s consumption on the phone just hit 85% which was lurking around 60%. That being said, YouTube has almost 1,200 content producers which have more than a million subscribers who come from India. There are talks about how marketing personnel is coming to terms with the capabilities of YouTube. It has a lot of things to offer and Mark Patterson, CEO, GroupM and head of Asia Pacific also thinks the same.
He said, “User behavior 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. It is no wonder GroupM is the largest buyer of YouTube in this market.”
This is not a surprise as YouTube is growing as a market in India. The most subscribed channel in the world is also an Indian music producing company called T-series. This is the power of a billion people with internet on the tip of their fingers. That being said, all the billion people are yet to discover the internet, this is just the first few percents of privileged people using it, the power of the real people is yet to hit the internet.