On its tenth year anniversary since it’s India launch in 2008, YouTube today hosted Brand cast 2018, a flagship event for marketers before the grand finale of YouTube’s live event performed by Indian and global YouTube creators at the YouTube FanFest.
Celebrating the milestone, YouTube shared insights on its incredible journey in India, highlighting how deeply interlinked YouTube is to India’s Internet growth story.
With affordable data costs, increasing penetration of smartphones and an ever-growing availability of great content across native Indian languages, YouTube today has become a gateway to a world of information for India’s growing base of Internet users.
Reaching 225 million monthly active users on mobile alone, India, today is one of the fastest growing country for YouTube. By 2020, the total number of users in India, consuming online video is expected to reach 500 million (FICCI-EY Report 2018).
With its massive reach and high view ability rate of 95%, Rajan Anandan, VP 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.
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For brands, YouTube is now an end to end platform and as per the Dec 2017 Com Score Video Metrix Multi-Platform it reaches 85% of all highly engaged Internet users, in the 18 years and above age-group, across India.
Underlining YouTube’s ongoing commitment to India, Robert Kyncl, Chief Business Officer, YouTube added, “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.”
“Brands now have an incredible opportunity to drive material results with constant ads innovation on the YouTube platform,” added Robert Kyncl. “Be it bumper Ads or True view for action or Offline to online – that allows you to track the impact of your campaigns in your physical stores – or our latest innovative tools like Director Mix* and Video Ads Sequencing*, we are constantly adding newer ways for marketers to get more from YouTube.”
Talking about the powerful impact of video and YouTube in shaping culture, and shifting mindsets, Sapna Chadha, Director Marketing, South East Asia and India, Google said, “The reason behind YouTube’s influence in shaping culture comes back to it’s engaged audience.
In India, YouTube is seeing incredible growth across all age groups, even amongst 55+ audience our reach stands at over 80%. From millennials to parents to working professionals – they all go to YouTube with a strong intent to learn and explore something new. It represents an incredible opportunity for brands to use that Intent to connect with their audience in a meaningful way and drive significant business results.”
At the event, Google also revealed insights on the growing Influence of YouTube basis the research done by Ipsos, Video Landscape research, India, Jan 2018, IN NCCS A-B audiences:
Key highlights of the research:
YouTube has highly engaged audience:
• 65% online video viewers subscribe to channels on YouTube and 85% of them go and watch a new video within 2 days of its uploading
• Over 50% of working women use YouTube for the following categories before the actual purchase: Beauty Products, Automobile, Travel and Real Estate
• 7 out of 10 online video viewers choose to watch ads with both sound and video on
• 71% of Online Video Viewers go first to YouTube to watch video to learn something
Growing Influence of YouTubers:
• 7 out of 10 people relate to YouTubers more than traditional celebrities.
• 76% of male business professionals who watch online videos say that YouTube stars shape and influence culture
• Over 65% of online video viewers opinions about a brand have been influenced by a YouTuber they follow
• Over 75% of moms’ opinions about a brand have been influenced by a YouTuber they follow
A total of 3230 respondents across leading video platforms were interviewed using online panel approach. Research covered the following consumer segments in 8 cities in India.
• Mothers: 20+ yrs with kids
• Millennials: Male / Female | 18 – 34 yrs
• Males: 25 – 44 yrs
• Women working Professionals I 18-44 yrs
8 cities in India :Mumbai | Delhi | Lucknow | Bhopal | Bangalore | Hyderabad | Chennai | Kochi / Trivandrum
Notes to the editor:
YouTube’s reach and engagement stat source: Com Score Video Metrix Multi-Platform, PREVIEW DATA, December 2017, IN.
Director Mix takes a video’s assets and creates thousands of versions to align with the audience being targeted. This saves time and management on the part of the advertiser, with YouTube doing the heavy lifting to make sure the most relevant message is being shown to the right audience. It’s also free to the advertiser.
Video ad sequencing: Instead of users seeing the same creative multiple times, YouTube has introduced the ability to sequence videos. This feature enables advertisers to create a video funnel that moves users along a planned sequence of videos.
For example, an advertiser can start with a user seeing a 15-second True View spot, and then follow up in subsequent interactions with longer-form spots aimed at giving more in-depth information. This also opens up abilities similar to re-marketing, with different user experience paths based on what they have and have not viewed, continuing the goal to keep content relevant and timely.