iWorld
Report on Shemaroo

YouTube watch time grew 400% y-o-y, 80% on mobile

MUMBAI: With a growing appetite among Indian consumers to watch videos online, YouTube, as per App Annie, has shared that over 180 million Indians are watching YouTube every month on mobile. The video streaming platform at the fourth edition of Brandcast India, further noted that the watch time in India has grown 400 per cent year on year and 80 per cent of watch time in India comes from mobile. From entertainment to education, from news to beauty - Indians are turning to YouTube for every aspect of their lives

Held in Mumbai, the event brought together top advertisers, agencies, and partners from all across the country to discuss and celebrate YouTube - the destination where Indians choose to watch video.

Improved connectivity, affordable data plans and huge variety of content available has led to over 400 million Indians online and 300 smartphone users today. In the mobile video era, viewers can watch what they want, where they want and when they want - and this greater choice for viewers also means greater opportunities for marketers. In today’s media environment, while there is plentiful reach, it’s harder to attract viewers’ attention.

Elaborating on how ‘attentive reach’ has become the new currency for the advertisers, Google India and South-East Asia head of marketing Sapna Chadha, said, “According to a survey we conducted with Majestic Research, using eye-tracking technology we discovered, the first ad in an TV ad break is watched actively by 50 per cent of people while the last one is watched actively by only 13 per cent of viewers. Attention has always been inherent to advertising. But, capturing and keeping attention has never been harder for advertisers.”

Addressing the audience, Chadha asked them to change how they buy and plan media for attentive reach. She also shared that over the years, YouTube captures audience attention by delivering 95 per cent audibility and 93 per cent viewability.

Speaking on how to make advertising more effective online, MOAT CEO Jonah Goodhart added, “Everywhere in the world, consumption patterns are changing, making ‘attentive reach’ the foundation of any digital campaign. Measurability is the key to understand the efficacy of any brand engagement and we are thrilled to be the first company to independently measure viewability on YouTube.”

Maruti Suzuki VP and head of marketing Sanjeev Handa asserted, “When you combine a format like video and you want to reach out to a billion+ Indians, the answer comes naturally and that is YouTube. YouTube allows us to tell the right brand stories to the right audiences helping us capture their attention. Case in point, is the launch of the IGNIS which was done simultaneously through the physical as well as digital medium to engage with the millennials and, the results were astounding. On YouTube, the launch was viewed over 10 million times, and 20 per cent pre-launch bookings came from digital in the first 10 days.” He further added, “For advertisers to leverage digital effectively, one needs to have deep insights into your consumers, look to target their interests and effectively measure the viewability of the ad.”

Sharing his experience of working with brands, Kurt Hugo Schneider who has over 8 million subscribers on YouTube and has collaborated with over 40 global brands said, “Concept integration and not product integration, is key to making a brand video authentic and earning people’s attention. With technological innovation, brands today have the opportunity to interact more closely with their audience and get a feel of their preferences.”

Attended by over 800 marketers, advertisers and creators, YouTube Brandcast 2017 also saw YouTube Leaderboard Awards where top 10 advertisers with the most creative ads were felicitated. The award celebrated the brands that performed best through a combination of popularity and promotion.

public://Infographic.jpg

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620905005147.jpg?itok=TweaG-rD
Twitter launches state-specific Covid updates to aid patients, families

New Delhi: Microblogging platform Twitter has launched new state-specific Covid-19 pages in the country that surface the latest tweets from people asking for SOS resources, as well as those offering help. The social media giant currently has seven state-specific pages available in the places...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620901315462.jpg?itok=L2Jo81Pa
SVOD subscriptions in India to triple by 2026

KERALA: SVOD subscriptions in India will almost triple between 2020 and 2026 to 155 million, thus representing 10 per cent of the world’s total, according to a report published in Digital TV Research. The report suggested that the total number of global SVOD subscriptions will reach 1.5 billion...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/photogrid_plus_1620895856232.jpg?itok=Cp8VIYJY
After year-long ban, TikTok India head Nikhil Gandhi quits

Kolkata: TikTok Middle East, Turkey, Africa (META), and south Asia head Nikhil Gandhi has quit, according to media reports.  Gandhi joined TikTok in 2017 as India and south Asia CEO. He was redesignated to his current position in January 2021 after parent company ByteDance decided to fold it's...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/13/lion.jpg?itok=gpFS6e35
Lionsgate Play eyeing collaborations to get ahead in Indian market: Rohit Jain

In December 2020, Hollywood studio Lionsgate rolled out its independent video streaming app Lionsgate Play here and later expanded its presence in Indonesia. Distribution, payment mechanism.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/shorts.jpg?itok=E4pjIE3O
YouTube breaks out $100 mn creator fund to push Shorts space

The competition in the short video ecosystem has been heating up for some time now, and YouTube has just upped the stakes with the announcement of a creators fund. Dedicated exclusively for those who create short form video content, the YouTube Shorts Fund is a $100 million pot that will be...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/upgrad.jpg?itok=UrDMQAwl
upGrad introduces online 'Study Abroad' program

The Covid-19 pandemic played spoilsport with people’s plans to seek higher education at foreign universities. With the crisis showing no signs of abating soon, would-be-students are re-evaluating their priorities or are in quandary on how to fulfil their desire to “study abroad”.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/12/photogrid_plus_1620826407085.jpg?itok=EQ_vFrsZ
James Murdoch & Uday Shankar go the SPAC way to fund new venture

Former top Disney executive Uday Shankar and Lupa Systems founder and CEO James Murdoch are getting on the special purpose acquisition company (SPAC) rush. Months after joining forces for a new media and tech venture, the dynamic duo is looking to raise $345 million for the same.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/10/wa.jpg?itok=Z7OrM9Ue
No accounts will be deleted because of the new update, says WhatsApp

Facebook owned instant messaging platform WhatsApp has clarified that it will not delete Indian user accounts that do not accept its new privacy policy. The app had earlier told users that if they do not accept the new update by 15 May, they would lose access to their accounts.

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/10/mix.jpg?itok=5zpcTQYF
For 'Bhai' fans & others, here's what not to miss on OTT this week

As more and more people remain in the safety of their homes due to the pandemic raging outside, OTT platforms like Netflix, Disney+Hotstar, Amazon Prime Video, and Zee5 are providing ample doses of entertainment to keep the audience stress-free.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required