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Not very long ago, online video in India was synonymous with Google's video platform YouTube. This platform was also the place that offered sanctuary to those who were rejected by broadcasters but continued to dream of big things for the content they created. This phenomenon saw a breed of entertainers emerge - we know them today as digital content creators.
And it's not just about the AIBs and TVFs; we soon saw a new type of star emerge - the YouTube star. Can you imagine how 'limited' their popularity would have been, if Lilly Singh and the makers of Kolaveri di belonged to the pre-YouTube era?
Today, however, after over a decade of unmatched glory in this market, competition is pouring in from every side. There's arch-nemesis Facebook, an oft-bashed yet popular video destination for brands. And there's a bunch of new digital platforms that threatens to rival YouTube, each in its own small way. Broadcasters are going to town promoting their own video-on-demand mobile apps; consequently, YouTube is losing its crown as the destination for 'catch-up TV'.
Sure, YouTube is too large to suffer any instant dent, but over time, could the collective exodus of content - and with it, eyeballs and advertisers - have a cumulative effect on the platform? After all, a consumer can only download these many apps on her mobile.
At present, YouTube India's year-on-year growth is about 80 per cent in terms of watch-time and about 90 per cent for content. Over to Satya Raghavan, head of content, entertainment, YouTube India.
Edited Excerpts:
In India, we have had two phases: the first one was, clearly, till 2013 when majority of the content on YouTube was catch-up television, movies, music, news, sports and things like that. Post 2013, the true 'original content creator revolution' began. Around 2014, the first set of comedy creators - guys like AIB and TVF - started to emerge. Their videos started to become popular and people like you and me started thinking, 'Hey, wait, it's normal people who're becoming popular on YouTube.'
So pre- and post-2013 are two distinct phases of growth for YouTube India.
No, the nature of the competition for YouTube has remained same. Our competition is not with any other platform.
But yes, what we did differently last year after seeing the rise in comedy content was... we started a show called Comedy Hunt where our top comedy content creators called for the next generation of the same. We partnered with OML for this. This year we are partnering with Qyuki to start something called Jammin', which will be in the original music space.
It is good for the creators if they make more money elsewhere. We feel happy whenever a content creator gets a good deal. We don't believe in holding people on the platform and preventing them from going away. They are entrepreneurs, they own their channel, and can use it the way they want. Besides getting revenue, building a community is also very important for them.
The IP will be with the content creators.
Anything that goes on YouTube is done via a sponsor- or advertiser-driven model. We do the sales of the properties - we go to the advertisers and tell them about the association we're doing and discuss the deliverables. There's a lot of target inventory that advertisers can use. Consider Laughter Games, a recent innovation. We had nine, comedy web series launching at the same time - two were on Culture Machine channels, six were on OML channels and there was one independent channel. The advertisers (Mirinda and Kit Kat) were present on all nine channels - this is 100 per cent share of voice for them.
I would not know the motivations of others to launch their platforms. We are focused on doing our thing and are least worried about new platforms being launched. But it's great that so many platforms are looking for Indian content creators. It's a great moment for the creators and the consumers.
For the creators, the scale of engagement with YouTube is drastically different from that with other platforms. They're doing a show a year on other platforms, but are doing things with YouTube every day.
Our creators are also present on social platforms, and we see creators using those platforms to bring traffic to their channels on YouTube. And since the format is native, the algorithms don't affect them.
Our approach is just to continue doing what we have been doing - give creators a platform and help them become brands.
I don't think YouTube needs to pitch to content creators at all... We don't pitch to any content creator to stay on our platform.
The competition is not affecting our business model at all. We will continue to not restrict our content creators in any way.
Advertisers have faith in our proposition. I would not like to comment on or challenge Facebook's three-second model or any other model of any other platform.
It's been two quarters since we launched it. The six-second-bumper-ad format is working well in India. Brands are using it to create impact. The YouTube consumer expects great content, be it creator's content or an advertisement. The six-second bumper ad offers quality ad content. It's too soon to say the format has reached its full potential, but it's being received well.
The biggest challenge at this moment is to ensure that every connected consumer gets to access all the available content on the platform. The other challenge is to get creators from across the country.
Everything depends on connectivity. With this evolution of 4G I think a whole lot of people will have access to good connectivity, which they will use to access platforms like YouTube. I think there will surely be a surge in consumption.
India is the only country where you will find so many languages. Regional language content will spell some great success stories in the next five to six years in India.
Actually, growth in the regional language market is following the same pattern that content in the Hindi market did. That is, first traditional media content comes to YouTube because broadcasters distribute and promote it, and then there's a wave of original content creators putting regional content onto the platform. We're not surprised; we were expecting this to happen.
In India, we are still toddlers. The opportunity to grow is huge. Broadly, India is following global patterns.
Yes, mobile is a key medium here and a lot of our thinking will be around it. Right now, a little over 55 per cent of our (YouTube India's) consumption happens on mobile. It mirrors the smart phone revolution in India.
While the profile of viewers is the same across mobile and the desktop, we see some differences in usage. For instance, many youngsters are using the offline feature by downloading videos on their mobile through wi-fi and watching them later. Now with the Smart Offline feature, they can queue videos for download and watch them at night when the data cost is low.
The verticals we're focused on include traditional media content like catch-up television, movies, music, news and sports, as well as native content created around genres like comedy, kids, food, independent/original music, lifestyle, short films and web series. Women's lifestyle is dominated by beauty while men's lifestyle is ruled by tech and gadget-related content.
You never know what can emerge as the next big thing and that is the beauty of the platform. Globally, 'kids un-boxing' is big (that is, videos of children opening up boxes!)... We haven't seen anything of that sort in India as yet but I won't be surprised if we do, because kids-related content is big in India.
The advice is to create content that's conversational and interactive. It is also important to have a consistent upload schedule.
Even for us, it's important to have content that's sustainable. It's important to make sure the creators we work with release videos regularly.
A Note From the Editor |
Someone famous once said – We are all products of our time and creatures of habit. Almost everything we find ourselves doing, thinking and feeling can be made sense of if we look at it through the lens of this truism. The saying also makes me wonder what the likes of Kanan Gill and Lilly Singh would have done with their talents had they belonged to the pre-internet, no-YouTube world. The advent of the ‘YouTube star’ began only post 2013, in this market. Before that, as YouTube India’s content head Satya Raghavan points out during the course of this interview, people used the platform primarily as a convenient place to catch up on television content that they couldn’t watch on ‘the tube’ – ironically enough, that’s old world slang for ‘television’ – as scheduled. Post 2013, Google’s YouTube became home to independently created, original content, largely in the comedy, music and entertainment space. The popularity of some of these creators is comparable to, and in many cases more than, that of mainstream television stars. And that’s pretty much the premise and promise of YouTube, world over – people like you and me can put content on the platform and stake claim to stardom. The “ultimate platform”, in Satya’s view, is one where there is no one between creator and consumer. From ‘catch up TV’ to original content, YouTube has come a long way in India, over the course of 11 years. After basking in its glorious monopoly for the better part of that period, today, the brand has competition pouring in from all sides – whether it’s Facebook video, the video-on-demand platforms of broadcasters, or newer independently-run streaming platforms, content creators now have a choice. Satya is unperturbed, though. Categorically skirting our questions about Facebook’s three-second model – a suspiciously low threshold for a ‘video view’ – he tells us, instead, why now’s a great time to be an Indian content creator. Can’t argue with that, though. ASHWINI GANGAL |