To know what is the scenario of vloggers in India and which factors are driving it new wave of rage, we caught up with Satya Raghavan, Head of Entertainment, YouTube India. Here are exclusive excerpts from the interview:
How big is the market for YouTubers?
While there is a huge variety of content available on YouTube, at the heart of YouTube’s popularity in India is the meteoric rise of content creators across the country. Our early efforts and investment in supporting the young and dynamic creators in India have started to bear fruit. Over 300 channels on YouTube in India have over 1M+ subscribers and 133 channels of these belong to the independent creators. Today, the top regional creators are seeing as much watch time per quarter as the top national creators.
Satya Raghavan, Head of Entertainment, YouTube India
What is leading to this growth?
Improved connectivity, combined with more accessibility on mobile is leading to massive growth in content consumption in online video in India. With more people coming online especially in tier-2 cities, we’re seeing more hunger for YouTube content across all genres. With online video consumption going mass in India, we’re also seeing a huge appetite for local language content in India, and that we believe will continue to supercharge YouTube’s growth in India.
Which are the popular categories in the Indian YouTube vlogging market?
Diversity of Indian content on YouTube has never been this good before and with youth having amazing access to data, we have seen a rise in consumption of content across verticals. Beauty and Health was the the fastest growing vertical in 2017, followed by Fitness, Education & Learning. The fastest rising YouTube Creators to cross the 1 million mark this year saw maximum “Health & Beauty Creators” (6/10 from this vertical).
The category of dance vloggers is making news every month. What do you have to say about them?
We’re seeing India’s appetite and love for dance content on YouTube grow faster than ever before! Last year we saw Jimikki Kammal and Zinggat become a national sensation and we are seeing dance creators like
Livetodance with Sonali (933k subs),
Team Naach (657k subs)
Melvin Louis (632k subs),
Kings United (393k subs) do very well. They in turn are inspiring many aspiring dance creators. Their audiences are not just coming from India but the dance creators on YouTube have also attracted global audiences. Dance & choreography segment is definitely one of our most exciting categories on YouTube and has seen triple-digit growth over the last year.
What are the necessary ingredients to start a popular YouTube channel?
Follow your passion, be consistent and produce quality content.
What is the payment model for vloggers?
There are a lot of creative ways for creators to earn from their channel:
a. Through ads – once the creator has enabled monetization on his/her channel, the majority of the ad revenue will go to the creator.
b. Through directly working with brands – by promoting products and services in their video content.
c. Through merchandising – by having branded merchandise made and sold to fans/audience members;
d. Through external crowdfunding – where the creator asks their fans to help support their channel.
e. Through events – where the creator gets to meet their fans and sell merchandise.
When creators enable their channels for monetization, they can turn on ads for their videos and earn revenue from them. Ads are served through the AdSense auction, DoubleClick, and other YouTube-sold sources.
According to a report compiled by Google and KPMG titled, Indian Languages – Defining India’s Internet –
1) 9 out of 10 new internet users coming online will be an Indian language user.
2) In the next 4 years, Marathi, Bengali, Tamil and Telugu speaking internet users will form 30% of the total Indian language internet user base.
3) Messaging, Entertainment, Social Media and Online News are the top four categories that have the highest adoption among the language users.