YouTube is the world’s largest online video service and is a pandora’s box for all kinds of content. With relatable videos and international music, the service is often the go to spot to look for something new on the internet. In India itself, there are millions of users who make use of the service and now, with YouTube Music now in the country, the user base has grown. In a new study, new information about YouTube and its users in India has emerged.
Recently, YouTube announced that the company’s fastest growing market is India. With at least 265 million monthly users, the service is gaining a lot of popularity in the country. Perhaps this could be a result of the ongoing subscriber count war between Indian music company T-Series and the Swedish YouTuber Felix Kjellberg, aka PewDiePie.
At its annual flagship event, Brandcast, YouTube shared insights on the exponential growth of online video ecosystem and how it is interlinked to India's Internet growth story. “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,” said Susan Wojcicki, YouTube's CEO.
Apart from that, the company also launched their latest music only app- YouTube music in the country. The app has gained much popularity in just one week and has at least 3 million downloads in the time period. The app comes at a time when such apps are gaining a lot of popularity with the Indian market. Like other such apps, you can pay a little extra and make use of added benefits. YouTube Premium is one such service, that costs Rs 129 a month, includes membership to YouTube Music Premium, offering users ad-free services, background play and offline download feature.
In the past one year, YouTube's consumption on mobile has increased to 85 per cent, with 60 per cent of the watch time coming from outside of the six largest metros in the country. This could be the reason that the company opted to launch the app in India.
To celebrate their success in India, YouTube celebrated with the Indian music fraternity where artists like Badshah, Guru Randhawa and Harshdeep Kaur performed alongside international DJ Alan Walker.
The future of YouTube in India seems vibrant and with more than 1,200 Indian creators crossing the one million subscriber-milestone, it is gaining more popularity. Just five years ago, there were only two creators with million subscribers on the platform. The growth of the platform has us excited for the future.