One of India’s largest YouTube Networks, Nirvana Digital claims to have received over 1 billion views on its network. The company claims to have a collection of over 200 YouTube Channels and over 50,000 videos serving over 2.5 billion minutes of videos in 2013 on YouTube. Besides YouTube, Nirvana Digital distributes content to video platforms like Hulu, Amazon VOD, Apple iTunes, mobile apps and devices. As a multi-channel network, the company works with small, medium and large content creators and owners to showcase their content on different platform and generate revenue from them. The company also provides infrastructure facilities to creators who may not have access to it. We caught with Pinakin Thakkar, Director of Nirvana Digital to find out more about the video content business, consumption on web and devices in India, monetization on YouTube & challenges among others. Content Consumption in India MediaNama: How do you see people consuming video content especially in India as opposed to the US? Thakkar: It depends on the genre in India. Spiritual content is consumed in the morning where audio is mainly used as background content while going about daily chores and bollywood content is consumed during office hours and during the night. In terms of devices, about 39% of our traffic comes from mobile devices. With better connectivity, mobile will increase although mobile monetization has to improve, which will lead to an increase in consumption. In comparison, consumption on devices is much higher in the U.S. They have devices like Apple TV, Chrome TV with content that can be…
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