YouTube reaches 80% of all Internet users across age-groups in India

YouTube reaches a new milestone.

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YouTube, on its tenth year anniversary, since it's India launch in 2008, hosted Brandcast 2018, a flagship event for marketers before the grand finale of YouTube's live event performed by Indian and global YouTube creators at the YouTube FanFest. Celebrating the milestone, YouTube shared insights on its journey in India, highlighting how deeply interlinked YouTube is to India's Internet growth story.

YouTube reaches 80% of all Internet users across age-groups in India

 

With affordable data costs, increasing penetration of smartphones and an ever-growing availability of great content across native Indian languages, YouTube today has become a gateway to a world of information for India's growing base of Internet users. Reaching 225 million monthly active users on mobile alone, India, today is one of the fastest growing countries for YouTube. By 2020, the total number of users in India, consuming online video is expected to reach 500 million (FICCI-EY Report 2018).

With its massive reach and high viewability rate of 95%, Rajan Anandan, VP South East Asia and India, Google said, "YouTube has become a powerful platform for users, content creators, and advertisers alike. Huge variety of premium content combined with the growing base and popularity of our creator community - truly differentiates YouTube from all other platforms. For brands, YouTube is now an end to end platform and as per the Dec 2017 ComScore Video Metrix Multi-Platform it reaches 85% of all highly engaged Internet users, in the 18 years and above age-group, across India.

At the event, Google also revealed insights on the growing Influence of YouTube basis the research done by Ipsos, Video Landscape research, India, Jan 2018, IN NCCS A-B audiences:

Key highlights of the research:

YouTube has a highly engaged audience:

  • 65% online video viewers subscribe to channels on YouTube and 85% of them go and watch a new video within 2 days of its uploading
  • Over 50% of working women use YouTube for the following categories before the actual purchase: Beauty Products, Automobile, Travel and Real Estate
  • 7 out of 10 online video viewers choose to watch ads with both sound and video on
  • 71% of Online Video Viewers go first to YouTube to watch videos to learn something

Growing Influence of YouTubers:

 
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  • 7 out of 10 people relate to YouTubers more than traditional celebrities.
  • 76% of male business professionals who watch online videos say that YouTube stars shape and influence culture
  • Over 65% of online video viewers opinions about a brand have been influenced by a YouTuber they follow
  • Over 75% of moms' opinions about a brand have been influenced by a YouTuber they follow

Methodology:

A total of 3230 respondents across leading video platforms were interviewed using online panel approach. Research covered the following consumer segments in 8 cities in India.

  • Mothers: 20+ yrs with kids
  • Millennials: Male / Female | 18 - 34 yrs
  • Males: 25 - 44 yrs
  • Women working Professionals I 18-44 yrs

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