Affordable data and localised language content has powered YouTube to reach across 80% of all internet users age-groups in India.
YouTube further stated that it reached 225 million monthly active users on mobile alone which makes India its fastest growing country.
According to YouTube, 65% online video viewers subscribe to channels on YouTube and 85% of them go and watch a new video within two days of its uploading. Meanwhile, over 50% of working women use YouTube for the actual purchases of beauty products, automobile, travel and real estate.
For the research, YouTube interviewed 3230 respondents across leading video platforms and covered eight cities namely Mumbai, Delhi, Lucknow, Bhopal, Bangalore, Hyderabad, Chennai and Kochi / Trivandrum.
Google also revealed insights on the growing Influence of YouTube basis the research done by Ipsos, Video Landscape research, India.
The research stated that around 76% of male business professionals who watch online videos say that YouTube stars shape and influence culture. While, over 65% of online video viewers opinions about a brand have been influenced by a YouTuber they follow.
Rajan Anandan, vice president, South East Asia and India, Google said: “YouTube has become a powerful platform for users, content creators, and advertisers alike. Huge variety of premium content combined with the growing base and popularity of our creator community – truly differentiates YouTube from all other platforms.
“For brands, YouTube is now an end to end platform and as per the Dec 2017 ComScore Video Metrix Multi-Platform it reaches 85% of all highly engaged Internet users, in the 18 years and above age-group, across India.”
Robert Kyncl, chief business officer, YouTube said: “In the last few years, India has emerged as an incredibly dynamic content and user market for YouTube. We now have more than 300 channels with over a million subscribers, from just sixteen channels in 2014.
“We will continue to invest in programs to support creators and encourage more diversity and distribution of their content. And we’re doubling down on our efforts both on product and advertising to unlock the potential of online video advertising for everyone.”
With 45.5% digital video viewers, YouTube was recently named as the most popular video viewing platform in APAC, according to eMarketer. The Drum earlier spoke with YouTube India’s entertainment head who said that YouTube today is core part of the media mix for all brand advertisers.