YouTube, the leading streaming giant, has initiated the deployment of its branded content platform, YouTube BrandConnect, in India. Open to eligible creators and select advertisers in the country, this platform aims to foster direct collaboration among creators, brands, and agencies. Through YouTube BrandConnect, brands gain the ability to pinpoint the ideal mix and profile of creators for their campaigns, while creators unlock a fresh avenue for discovery and increased earnings from their content.
Enhanced Features and Discoverability on YouTube:
In a recent blog post, parent company Google announced the rollout of YouTube’s new features, including ‘Podcast shelves’ on the YouTube Music homepage to enhance discoverability and engagement for creators. Additionally, YouTube Studio introduces features designed to streamline the podcast publishing process, making it more accessible for creators. Offline, on-demand, and background listening for creator podcasts on YouTube Music in India are also introduced, allowing podcasters to augment their earnings through ads and subscriptions.
YouTube’s Creator-Centric Initiatives and Growing Landscape:
Growing Creator Ecosystem in India:
Citing a report by Oxford Economics, YouTube revealed that over 7 Lakh creators and partners in India have derived income from their presence on the platform. The platform highlights a 10% year-on-year increase in the number of channels earning a majority of revenue from fan funding features, including channel memberships and Super Chats during live streams, in December 2022.
Continuous Evolution of Creator-Focused Offerings:
YouTube has demonstrated a commitment to its creator community with recent initiatives, such as expanding eligibility for the YouTube Partner Program (YPP) and incorporating YouTube Shorts creators into the initiative. The platform introduced ad revenue sharing for short-form videos to compete with Meta-owned Instagram Reels. Upcoming creative tools on YouTube Shorts and the testing of new GenAI features for creating music tracks based on text prompts or hummed tunes are also in the pipeline.
Navigating Challenges and Government Scrutiny:
While YouTube continues to innovate, it faces scrutiny from the government regarding deepfakes and misinformation. Acknowledging these concerns, YouTube India’s senior executive emphasized the platform’s commitment to compliance with local laws and active engagement with the government on emerging issues. The company remains dedicated to fostering a safe and authentic online environment for viewers, creators, and advertisers.
