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Increasing mobile-internet use and consumption of regional content are enthusing YouTube creators in India. YouTube is investing heavily in nurturing the creator ecosystem in the country.
The investment goes in pop-up spaces, a global initiative for the development and growth of content creators. This involves access to technology for production, mentoring through NextUp, offline events and alternative revenue models for the creators.
Marc Lefkowitz, Head of YouTube Creator and Artist Development, APAC, said: “India is the fastest-growing market for YouTube and an important one for us.”
Vernacular influence
When YouTube was launched in 2014, the platform had 16 YouTube channels with more than one million subscribers. Now it has 300 channels. “We are adding two more to the list almost every single week, which is an astounding rate of growth,” he added.
In India niche categories such as village sports and food have 40 per cent global-watch time.
Almost 95 per cent of viewing is in vernacular languages.
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