YouTube is panning to take on digital streaming platforms such as Netflix, Amazon, Hotstar with its original content and premium services. According to reports, YouTube Originals is coming to India, starting with music maestro A R Rahman’s show— ‘ARRived. Even though the company will launch India Originals with its ad-supported platform, soon it will bring an ad-free subscription service — YouTube Premium.
“We are looking at multiple formats for original content in the country at a time when it is attracting 245 million unique users each month,” said YouTube India entertainment head Satya Raghavan.
YouTube is planning to stream 50 originals on its platform in 2019 globally. “We feel this is the right time to bring Originals to India. It will boost the overall online video ad spends and drive more advertisers to connect with consumers through these shows. For instance, 60% of our watch time comes from outside of the six largest metro areas,” added Raghavan.
Moreover, the company is planning to bring YouTube Premium to India soon to amass more sunscribers on its platform. With YouTube’s entry, the digital streaming industry is expected to create a boom across the globe.