Video sharing platform YouTube has been courting content creators and playing an active part in their rise in India.

According to Satya Raghavan, Head Entertainment Content at YouTube India, the company is looking to shore up regional content by partnering with these creators. Such partnerships include training programmes.

Currently, regional content accounts for 30-40 per cent of YouTube’s total content.

“We are working with content creators across the country to shore up regional content. In Kolkata, for example, we are conducting our first training session with 40-odd creators,” he told reporters. As of now, there are 10-12 verticals or topics across which content are most popular. These include comedy shows, food, kids programme, music and movies, short films, sports and so on. Video upload numbers have gone up by nearly 90 per cent for the platform (YouTube India).

Revenue sharing According to Raghavan, YouTube also has a revenue sharing agreement with content creators.

This means, for every advertisement associated with uploaded videos, YouTube India shares 55 per cent of the revenue with the content creator.

In some special cases, revenue sharing could be 70-30 in favour of the creator. However, Raghavan pointed out that YouTube does not have plans to go into film / content production for the platform. “We are a consumption platform,” he said.

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