YouTube will start displaying more local language content on users’ home and trending screens. The video streaming site will take into account user watch history, user interface and location to automatically set a preferred Indic language.
In case the language is incorrectly detected, the user can change their language from settings or watch more videos in their preferred language for YouTube to change the language. Currently, YouTube will show content in Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and Telugu. The feature will be rolled out to all users.
First time users will see more local language content including movies and music whereas existing users will get “great recommendations” based on their watch history. In the Trending panel, users will see videos that are trending with that particular language speaking users in India.
India specific efforts: offline viewing, local content and Gaming
YouTube has been ramping up its services in India, especially for low connectivity, first time users and in local Indian languages. It launched YouTube Go for India which allows the offline transfer of videos between 2 Go users, provides a low bandwidth animated video preview and was available in 10 Indic languages. It also let its users save videos offline and launched Gaming’s Android and iOS mobile apps in India. The company had plans to launch original content with its content partners Culture Machine, Only Much Louder (OML), Qyuki and The Viral Fever (TVF) but it is unclear if that has materialised.
No monetisation for content which is not ad friendly
YouTube launched YouTube Heroes, a program where users could report videos which violated its community guidelines, add captions and subtitles and help other users in Google’s forums. It also would also penalize users who uploaded videos which were “not advertiser friendly.” Videos which violated the guidelines would not be eligible content monetization.
In Delhi, YouTube was directed “not to host content that violates any law” of the country, after Tata Sky approached the court demanding that YouTube takedown video clips which apparently showed methods to crack encrypted codes on Tata Sky set top boxes.