With more than 1,200 video creators in the country crossing the million-subscriber base, YouTube is experiencing a “staggering growth” in vernacular content consumption, said director of content partnerships of YouTube India, Satya Raghavan.
The video-sharing website has over 265 million users per month in India currently and 60 percent of users come from outside the metro cities. “We are witnessing a staggering growth in content consumption in Indian languages. More than 1200 creators in the country have crossed the million-subscriber threshold. Just five years ago there were only two creators with one million subscribers,” said Raghavan.
Over 95 per cent of the online video consumption is in Indian languages and Bengali content is growing more than 100 per cent year-on-year in watch time, Raghavan said.
According to RedSeer report, watching short format videos account for up to 40 percent of the spend on various platforms. It also said that the video ads are expected to grow from the current 20 percent of digital ad spend to 40 percent.
“From 16 YouTube channels that had 10 lakh users in 2014, the number has grown to over 1,200 now. In fact, vernacular content accounts for 95 per cent of video consumption in India and there are about 23 crore regional language users,” added Raghavan.