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YouTube reaches over 325 million 18+ viewers in India – ET BrandEquity

YouTube now delivers 4.8X greater effectiveness than TV and directly impacts sales, Nielsen Global Media

At its marquee annual event Brandcast, YouTube has announced that it now reaches over 325 million 18+ unique viewers month on month in India, as per Comscore (May 2020).

With over 2,500 creator channels now reaching over one million subscribers, YouTube has seen over 45% growth in overall watchtime in July compared to last year for the same period (Comscore). YouTube shared that watchtime of Platform gaming videos in India grew by 2x as compared to Q2 2019 and baking videos grew by 3x during the same duration. Wifistudy with over 12 million subscribers and over 1.5 billion views is now amongst the most popular education channels in Asia Pacific by subscribers.

YouTube also shared that both large and small advertisers are leveraging the platform to drive business results and create unique collaborations with YouTube creators helping brands get better returns over TV. According to a meta analysis of 100+ MMMs conducted by Nielsen across multiple categories, it was concluded that YouTube now delivers 4.8X greater effectiveness than TV and impacts incremental sales.

Also Read: Content creators can build a narrative for brands: Bhuvan BamSanjay Gupta, country head and vice president, Google India, said, “India is seeing its biggest content revolution and there is a fundamental shift in viewing habits with two out of three Indians saying that they would rather give up TV than YouTube for a month. Online video today is not just about entertainment but also experiences and learning and YouTube is playing the role of a catalyst in bringing this change. Everyday, millions of Indians are coming to YouTube to express their unique passions and create content that is more personal, helpful and accessible. YouTube today caters to the personal interest of a billion Indians across genres, languages, geographies and age groups, making YouTube the #1 platform for accessing videos in regional languages with Hindi leading the charts followed by Tamil, Telugu, Kannada & Bengali and others.”

Satyan Gajwani, vice chairman, Times Internet, said, “We have gone from using YouTube as a digital equivalent of TV to drive brand awareness in the past to now using YouTube’s growing reach to serve our marketing goals across the funnels from driving customer awareness to building brands, and even moving the needle on key conversion metrics across our businesses Last year, we used YouTube to drive viewership of our new show called ‘Queen’ on MX Player, we reached over 78 million unique viewers who ended up spending 600 million minutes watching the show. We have also tapped into the learning focused audiences on YouTube for live classes on Gradeup, our test preparation platform. For ETMoney, we collaborated with YouTube creators to drive interest in personal finance and as a result reached over 22 million people using the content created with YouTube creators, and our brand searches grew by over 160% after the campaign.”

Talking about it’s recent campaign on YouTube, Rashi Goel, director marketing and consumer communications, Nestle India, said, “We worked with the Google team to combine the power of brand Maggi, the trust and engagement enjoyed by YouTube creators and the reach of YouTube. We did a channel takeover of the top 106 food channels on YouTube in India and the results exceeded expectations, reaching over 120 million unique users at the precise moment when food was top of mind for them.”

Also Read: Facebook’s India head of public policy Ankhi Das quits

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