India Conquers Youtube; Beats USA To Become Their Biggest, Fastest Growing Market In The World
India has officially conquered Youtube, the world’s biggest video sharing platform with 1.9 billion daily users. 265 million Indians open Youtube every month, and there is no other country where such a large number of Youtube users exist.
Infact, India has beaten USA to become Youtube’s biggest, and the fastest growing market in the world.
Youtube: India Is Our Biggest, Fastest Growing Market
CEO Susan Wojcicki has confirmed that India is their biggest, and fastest growing market, adding that the majority of traffic on Youtube India comes from mobile. This clearly means that the phenomenon of cheaper data in India has changed everything for Youtube, and other video streaming services.
As per Susan, 85% of the traffic on Youtube India comes from mobile, and 60% of the watch-time happens out of the 6 biggest Indian cities. Hence, rural and semi-urban demographics are contributing to the insane growth of Youtube in India.
Infact, almost 80% of all Indian internet users are on Youtube, and accessing atleast one video per month.
During YouTube’s annual flagship event, Brandcast, 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.”
Youtube Triggering A Content Revolution In India
Youtube has single-handedly created a new generation of video content creators in India, and the pace at which this phenomenon has grown, is mind-blowing.
Infact, we are witnessing the content revolution live.
5 years back, there were just 2 creators in India with 1 million subscribers, and today, there are 1200 such channels.
Cheaper Data Fueling Video Consumption India
Ever since the data revolution occurred in India, the price of accessing Internet has come down drastically. Major telcos such as Airtel, Jio, Vodafone and others have reduced the price of the Internet by over 80% in some cases, and this fueled an incredible explosion of video consumption.
Since 60% of the traffic which is generating for Youtube is coming from out of the metro cities, and 95% of the vernacular content access is coming from Tier2 and Tier3 cities, the secret is out: English is no more than language which is driving Youtube’s growth in India, but it’s the regional languages, spoken by users in rural and semi-urban locations.
Learning and education has become niches with highest growth in India, as these two niches generate more than 1 billion views per day.
It would be interesting to observe how OTT players such as Netflix, Amazon Prime, Voot, Hotstar and others compete against Youtube’s premium offerings, and carve a niche for themselves in their biggest market.
Exciting times ahead for all video content creators, and consumers!