YouTube Brandcast 2021: 93% of YouTube users prefer watching content in Indian languages

With people spending more time at home, over 20 million Indians streamed their favorite YouTube content to their smart TVs

2020 has brought a significant change in the online video landscape among Indian internet users. With people spending more time at home, more than 20 million Indians have been streaming their favorite YouTube content on their connected TVs, indicating a growth of more than 40% since May last year, Google India has revealed at its annual YouTube Brandcast 2021 event. “One of the biggest reasons video is becoming important from a consumer first handshake perspective is that stories matter. Video as a storytelling format has become a very interesting format,” said Sanjay Gupta, Country Manager and Vice President of Google India.

Additionally, video is used by Indians to cope, learn and adapt. For example, 85% of consumers watch YouTube to relax and unwind, while 70% use videos for credible content or news sources. 65% of consumers use video to learn new skills. Additionally, watch time for career videos increased by more than 60% in May 2021 compared to the same period last year. In total, 85% of viewers have used the platform more than ever since the outbreak of the Covid-19 pandemic.

Interestingly, 93% of YouTube viewers prefer to watch content in Indian languages. Besides Hindi, other major regional languages ​​such as Bengali, Gujarati and Punjabi have started to grow by triple digits over the past few years, said Satya Raghavan, director of YouTube Partnerships. “Video has become the language that Indians use,” he added.

Today, more than 140 YouTube channels have more than 10 million subscribers, according to the company. By July 2021, videos from the new Shorts player were receiving more than 15 billion daily views, he added. “At the moment, the focus is on increasing the number of users and viewers for Shorts. As more and more users come to the platform, we will find the right format announcements and ways for brands to come to the platform,” Raghavan said. With YouTube users increasingly using the platform for product awareness, research and demos, brands are leveraging the platform to target their customers where they spend time.

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Shirley K. Rosa