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YouTube to launch original content in India with partners


YouTube, along with its content partners Culture Machine, Only Much Louder (OML), Qyuki and The Viral Fever (TVF) will be launching original properties related to beauty and style Beauty Hunt, Comedy Hunt and #LaughterGames, a comedy web series from multiple creators including East India Comedy reports PTI. TVF will be scouting for web series creators.

This move into original content is not really surprising, given over 60% of mobile Indian YouTube consumers consume entertainment content, according to Google’s “The year in search 2015” report. It states that with respect to beauty, women users form over 40% of YouTube’s users base. The report adds that that web series like TVF Pitchers, Permanent Roommates, Bang Baaja Baraat etc received huge traction, crossing over 20 million views on YouTube. Native YouTube creators in India crossed the 1 million subscriber mark.

Moreover, 56% of watchtime on YouTube happens from mobiles and tablets, the report added. It further states that top leaderboard ads on the platform had an average duration of over 2 minutes, compared to 21 seconds on TV, and that 2x more young internet users were watching video online.

The PTI report highlighted that YouTube’s watchtime in India had grown by 80% year on year, out of which 50% was from mobile. The number of hours of video uploaded to YouTube increased 90% annually; the watchtime of independent musicians grew 92% while comedy and entertainment grew 100%, and beauty and fashion videos grew by 138%. It also added that Tamil and Telugu content watchtime grew 75% year over year.

YouTube Red: Last month, YouTube announced the launch of its first first original content premiere on YouTube Red, a new $10/month service where users could watch videos without ads, original content and listen to music in the US. YouTube plans to add more original content across comedy, romance, thrillers and other genres this year on its Originals channel. According to a Mint report, YouTube has spent a lot of money on channels which bring more original programming to the site, which included channels from Madonna, Sofia Vergara and Ashton Kutcher.

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Developments in online streaming:

– Earlier this month, Spuul tied up with content providers like UTV-Disney, Yashraj Films etc. to enhance its regional content library.

– The same week, Vuclip launched Viu, a video on demand (VOD) service in India and branched into original content with the launch of Viu Originals, starting with a cricket comedy chat series called What the Duck.

– In February, Zee Digital, the digital arm of Zee Entertainment launched a new video on demand (VoD) platform called OZEE.

– In the same month, internet-based live streaming platform YuppTV partnered with NDTV to provide live digital content from four channels.

– In late January, Netflix launched in India.

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Also read:

How Netflix’s Indian entry affects video players in the Indian market
–  #Outlook16: What Indian online video companies plan to do in 2016

Our YouTube and Video coverage.

Image Credit: jm3 on Flickr under CC BY SA 2.0

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Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



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