Video-streaming giant YouTube has said that more than 20 million Indians streamed YouTube content on their connected TVs, over 40 percent growth since May last year.
Moreover, high growth in watch times of cricket, comedy, beauty, and educational content through Connected TV underscores the increasing preference of users to tune into YouTube from their living rooms.
Overall, 85 percent of viewers have used the platform more than ever since the outbreak of Covid-19. And, 93 percent of YouTube viewers prefer watching content in Indic languages, the company said in its annual event Brandcast.
With 85 percent of video viewers coming to YouTube to learn or improve their skills and channels such as ‘StudyIQ’ and ‘Don’t Memorise’ among many others garnering sizable subscription bases, increasingly, YouTube is empowering one of the largest learner communities in the country, the company said.
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In line with this, watch times of career videos also grew by more than 60 percent in May 2021 compared to last year.
The platform said it is now experiencing the emergence and growth of several new verticals within learning, such as farming, finance, food, and engineering. Furthermore, existing verticals like technology, beauty, and comedy are evolving to serve hyper-local content in regional languages.
With YouTube users increasingly utilizing the platform for product awareness, research, and demos, brands are tapping into this unique cross-section of demand and engagement to target their customers where they spend time, as per the company.
Today, more than 140 YouTube channels have over 10 million subscribers, making the platform an asset in every marketer’s arsenal due to its reach and engagement.
YouTube creators are also leveraging new formats of personalized video content, such as YouTube Shorts, to unlock imaginative ways to tell their stories, it added.